Posouzení aktuální situace a konkurenceschopnosti obchodní společnosti

Abstract

The subject of the thesis is a strategic analysis of the selected business company and an assessment of its position among competing companies in the given industry. In the theoretical part of the thesis, terms related to strategic analysis and its division into analysis of the internal environment of the organization and analysis of the external environment of the organization are defined. The practical part of the work is focused on the application of knowledge from the theoretical part to the selected business company HELIA TRADE, spol. s.r.o. The content of the practical part is PEST analysis, Porter's model of five competitive forces, Model 7S, SWOT analysis and financial analysis. These analyzes are applied to a specific business company. The result is a finding of the company's position in the competitive environment as well as recommendations for subsequent development.