Hodnocení konkurenceschopnosti vybraného podniku

Abstract

The aim of the thesis “Evaluation of Competitiveness of the Selected Company” is, with the help of selected methodology, to analyze the competitiveness of a small company “Daně – mzdy Přerov” Ltd., dealing with book-keeping and tax consultancy, identify its competitive advantage using the results of the selected analyses and suggest a suitable recommendation to strengthen and stabilize the position of the company on the market. In the thesis the analyzed company is classified according to several typologies among micro companies. The type of competition the company faces was identified, the stability of the company’s environment using the analysis of the business environment and the company’s internal sources using the analysis of the internal environment with the help of the VRIO tool were evaluated. Then the PEST analysis to examine the situation within the business environment and Porter‘s theory of competitive advantage focusing on the competitive environment of the company were used. At the end the SWOT analysis of the company‘s strengths and weakness, opportunities and threats were compiled.

On the basis of the obtained results the following suggestions were recommended to the company: - Find a more suitable location for the offices with enough storage space, and at the same time maintain the advantage of the stategical position in the centre of the town - Ensure the possibility of parking in the neighbourhood - Attract the attention of the public using advertising and commercials in municipal windows and large banners and billboards on buildings - Broaden and modernize the company’s software - Set up a new branch office in another town; if the step is well-planed and implemented, it may bring in new clients - Follow the Code of Ethics revised by the International Ethics Standards Board for Accountants, reflecting the company’s prestige, which could attract new clients

The recommendations based on the results of the performed analyses should assist the company “Daně – mzdy Přerov” Ltd. in strengthening its competitiveness on the market.