Identifikace příležitostí vývoje v oblasti automotive

Abstract

This bachelor thesis has been focused on the evaluation of possible opportunities and threats and their impact on Lumax Industries Czech s.r.o. The aim of the thesis is to evaluate the opportunities that can be beneficial for the development for the all company and also for the SBU Projectors group. PESTLE analysis and Porter's analysis of five competitive forces were used to find the threats and opportunities. The PESTLE analysis examined the macro environment of the company and identified several possible opportunities and threats that come from this environment. Porter's analysis examined the effects of individual factors from the competitive environment. This helped to identify what threatened the company and what it could build on. The last step was a SWOT analysis with an evaluation through EFE and IFE matrix. The SWOT analysis was based on the inputs from the PESTLE and Porter's analysis as well as the identified strengths and weaknesses of the company. Through the EFE and IFE matrix, it was possible to identify opportunities and threats according to their level of influence on the company. Thus, the work resulted in specific threats and opportunities from both the external and internal environment. The resulting opportunities has been slightly surprising as it was expected that the opportunities and threats from the technology factor of the PESTLE analysis would have the greatest impact on a technology company. It showed that the company should focus on recruitment. The company should try to develop a strategy to attract young creative talent. Although technology is important, but if there is not enough human capital to devote to it, it will not be possible to exploit its full potential.