Strategická analýza vybrané společnosti

Abstract

The topic of the diploma thesis is a strategic analysis of a selected company. Given that the implemented strategic analysis applies to a company that focuses on a relatively wide range of products and services, the analysis will take into account all these areas. The aim of the diploma thesis is to propose recommendations to the company based on the analysis of the external and internal environment, which would after their implementation lead to an improvement of the current situation. Given that the company sees its shortcomings primarily in the marketing and personnel areas, the partial goal is to design such strategies that would help the company stabilize the situation in these areas. For the needs of the diploma theses, a PEST analysis as well as Porter’s five forces analysis will be performed to detect external factors. Subsequently, the analysis of internal resources and VRIO analysis will be used to evaluate the internal environment of the company. From the results and findings of the partial analyses, a SWOT analysis will be carried out, which will provide an overview of both internal and external factors that affect the company. This analysis will enable the company to become aware of its strengths and weaknesses, as well as to identify opportunities and threats. Thanks to the implementation of the mentioned analyses, recommendations will be generated, which after implementation should lead to an improvement of the company's market position. Due to the shortcomings that are seen in the marketing and personnel areas, specific strategies will be proposed, the implementation of which should help the company to eliminate these shortcomings.