Analýza konkurenceschopnosti podniku v potravinářském průmyslu

Abstract

The aim of this master thesis is to prepare an analysis of competitiveness for a company in the food industry. The thesis is divided into two parts, theoretical and practical. The first part of the thesis is devoted to basic concepts related to the introduction to issues such as enterprise, entrepreneur and business. Subsequently, the general theoretical and methodological basis for processing the analysis and evaluation of competitiveness are mentioned. The application part concerns the practical application of the mentioned analyzes to the selected company. At the beginning of the second part of the thesis there is a brief description of the selected company that operates in the dairy industry. This is followed by the processing of PEST analysis, which identifies the effects of macroenvironment on the selected company. To evaluate the company's microenvironment, we will use Porter's analysis of five competitive forces, which evaluates which components exert the highest competitive pressure on the company. The analysis of the internal analysis lists the main factors affecting the internal environment of the company, followed by a financial analysis of ratios for the period 2016-2020. A SWOT analysis is compiled for the final evaluation of all analyzes. At the end of the thesis are outlined proposals and recommendations for this dairy company.