Návrh strategie podniku

Abstract

The purpose of this thesis is the design of a business strategy for a firm in the industries of metallurgy, foundry and wiring. This strategy is developed using both internal and external analysis, SWOT analysis which is then followed by selection of an appropriate strategy by method of elimination where an alternative strategy is considered. This work consists of three chapters. The first chapter is dedicated to the relevant theories which are used as a basis for conducting the analyses and designing appropriate strategies. These theories are subsequently supported by presenting relevant data in the second part including necessary calculations and graphs. The third part outlines the design of appropriate strategies accompanied by possible recommendations and proposals. After conducting the internal, external and SWOT analysis of the firm, differentiation is suggested as the most appropriate strategy. After a more detailed evaluation an expansion under the differentiation strategy is recommended. Three main goals for the firm have been proposed within this framework: expansion of product portfolio, penetration of international markets and improvement of the firm’s economic results.