Posouzení aktuální situace a konkurenceschopnosti vybrané společnosti

Abstract

The diploma thesis focuses on analyzing the current situation and competitiveness of a selected company, aiming to provide detailed information regarding the company's functioning and the impacts of the environment on its operations. The methodology employed includes strategic analysis tools such as McKinsey's 7S, financial analysis, Porter's Five Forces model, and PEST analysis. Throughout the thesis, the author explores factors operating within the company, including internal communication, communication with consumers, organizational structure, shared company values, and more. Additionally, the external environment is examined, encompassing social, technological, and ecological factors. Within this context, entities directly influencing the selected company, such as customers, suppliers, and competitors, are also scrutinized. Among the most significant strengths are the employees and a wide range of products. Weaknesses include high regulatory pressure and an autocratic management style. However, it's worth noting that overall, strengths outweigh weaknesses. Significant opportunities lie in technological advancements, particularly in investments in automation and digitization, as well as the company's potential focus on ecological sustainability, renewable resources, and environmental friendliness. A critical threat is supply chain disruptions, which could jeopardize production continuity and subsequent sales. Additionally, the potential impact of armed conflicts on exports poses another significant threat. External factors lean more towards threats, given the crucial nature of the mentioned supply chain issue. The output is an IE matrix, aiding the company in assessing its overall market position by combining the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices. The results are depicted on two axes, with the x-axis representing the internal environment score (3.4) and the y-axis representing the external environment score (2.87). The company's position is assessed as strong in terms of the internal environment and moderate in the external environment, resulting in quadrant IV, governed by the "Build and Maintain Growth" strategy. Therefore, the company should focus on markets it knows well and ensure stable sales, emphasizing products essential for thriving operations. In conclusion, it can be stated that the company is a highly competitive entity in the confectionery market, primarily leveraging its strengths, namely its employees and diverse product range. Consumers thus have a wide array of choices and consistently purchase sweets from the company.