Návrh strategie pro vybranou společnost

Abstract

Every company should have clearly defined objectives and procedures to achieve them because it is not possible to successfully manage an organization which hasn´t defined a direction of its activity. The aim of this thesis is to design an appropriate strategy for the selected company which would raise the name of the company and strengthen its market position. The first part focuses on the theory as a base for the second practical part. Methods of external environment analysis and also internal analysis of the company are clarified there. The following is a presentation of the company and its historical development which is accompanied by a description of basic products. At the end recommendations for the development of the company based on PEST analysis, Porter's model of rival forces, BCG matrix and SWOT analysis are formulated.