Posouzení strategického postavení firmy na trhu rychlého občerstvení

Abstract

This bachelor thesis solves the assessment of the company's strategic position in the fast food market. The main goal of this work is aimed at identification of threats and opportunities and its subsequent assessment of the strategic position in the fast food market. A secondary goal is the formulation of proposals and recommendations by the author for the owner of the company. PEST analysis, SWOT analysis and Impact matrix were used in the practical application. The PEST analysis is used to research and evaluate the influences found in the company's macro environment. The Impact matrix was used to compare the selected company with its competitors. At the end of the work, there is a discussion, where the author evaluates the process and results of the thesis. The survey revealed that the selected strengths of the company prevail which will support the opportunities of the company. The author presented two strategy options in order to strengthen the position of the company in the fast food market.