Tvorba strategie podniku

Abstract

The subject of the thesis „Generation of Company Strategy“ is a strategic analysis of a company, on which a generation of a proposal of the company strategy is based. The theoretical part of this thesis is dedicated to a strategy, its definition, function and typology, and also describes a gradual course of the strategic analysis, which especially consists of the analysis of internal and external environment of the company. In the practical part the strategic analysis is applied on the certain existed company. The results of analysis are summarized into a SWOT analysis, from which the proposal of the new strategy is concluded. At the end of the thesis there are mentioned the recommendations for the company to increase its competitiveness.