Zpracování strategické analýzy pro vybraný podnik

Abstract

The aim of this diploma thesis is processing the strategic analysis of a company which is engaged in an authorized sales and service of the car brands Renault and Dacia. In the first part there is presented a structure of the strategic analysis and its methods based on specialized literature. The second part is focused on the real application of methods of internal and external analysis. Important facts stemming from those analyses are than integrated within the SWOT analysis and on its results are based recommendations on future activities of the company. Ideas given in the final section of this thesis relates to the results of the strategic analysis which indicates that the growth orientation of future activities seems to be the most appropriate, and offers an evaluation of two approaches of how to expand.