Analýza konkurenceschopnosti vybraného podniku

Abstract

The thesis aims are to analyse the competitiveness of the company MARLENKA international, s.r.o. The thesis is divided into six main parts. The first chapter is an introduction, the second chapter deals with the theoretical basis of the competitiveness, which further specify the basic concepts and methods for an evaluation of company performance. Characteristics of the selected company MARLENKA international, s.r.o. is described in the third part. In the fourth chapter there are methods which are applied to analyse the environment, namely the PESTLE analysis, the Balanced Scorecard and SWOT analysis. The evaluation, proposals and recommendations are included in the fifth chapter. The last chapter is the conclusion. The main finding is that the company is constantly innovating and expanding abroad. The honey cake MARLENKA on the Czech market is unbeatable nevertheless due to weak marketing support the annual sales revenue is declining. Therefore the company should focus on the sales in the Czech Republic in order to be increased, as the third of the production is intended for local market.