Identifikace příležitostí a hrozeb obchodu se sportovními oděvy

Abstract

The aim of this bachelor thesis is to identify business opportunities and risks of the company called Ultimate Sports, which is the official distributor of the sportswear brand Under Armour. In the theoretical part, the strategic analysis of the internal and external business environment of Ultimate Sports is performed. Furthermore, in the practical part, this analysis concerning the factors of potential business opportunities or risks is applied. Last chapter and the conclusion summarize possible suggestions and recommendations, as well as the most important facts of the whole thesis.