Strategie podniku v kontextu ekonomických a legislativních změn a její mediální prezentace (na příkladu stavební firmy)

Abstract

In my Diploma Thesis I used the knowledge of strategic marketing (PEST, SWOT, VRIO analysis), strategic management (competition model of M.E. Porter, BalancedScorecard, Blue OceanStrategy) and project management in conditions of a small construction company. The main aim of my Diploma Thesis is to suggest a strategy for the future tendency of the company and develop a plan for its implementation. The first part is focused on defining the strategy and mainly consists of the external macro-environment analyse. It culminates in providing vision and completing the resources plan. The following section describes the theoretical basis for definition and transcription of strategic purposes to the company plan. In its practical part are suggested three specific business plans and is also indicated their implementation process. The last part, called „the Project´s preparation and implementation“ develops these plans according with the project management principles. The attachment to my Diploma Thesis consists of detailed documents related to one of the project´s planning - A training center for builders, including its media presentation and applications for grants of the Operation Programme Enterprise and Innovations.