Aplikace strategické analýzy ve vybrané firmě

Abstract

The diplom thesis is focused on the strategic analysis in a selected firm. The aim of this thesis is to evaluate the current market position, the financial health and overall stability of the firm based on the strategic analysis. Another aim, based on these findings, is to suggest steps to outline the direction in which this company should orient their activities in the future. In the theoretical part are described selected methods which can perform this analysis. These include the PESTE analysis that investigate macro environment of the company, Porter's five forces analysis that is preoccupied with the micro environment, Analysis of the company facotrs that deal with the internal company environment. Using these methods, you can obtain a comprehensive assessment of the current state of the selected company and to propose these steps that are important for its future development. As a general analysis will be used a SWOT analysis to evaluate the strengths and weaknesses of the firm, its opportunities and threats. The theoretical part is focused on the practical application of the selected methods. Based on these results of complex analysis are suggested appropriate steps and recommendations in accordance with previous analysis.