Analýza tržní pozice vybrané společnosti

Abstract

My bachelor thesis deals with the analysis of market posititon of the selected company, in our case of DTO CZ, s. r. o. in such manner, that in the end I would be able to suggest or recommend some ways to improve in the future. In theoretical part of my thesis, I specify basic theoretical basis to explain terms, that the market position and it´s analysis is connected to. I go from explaining the basic terms, over properties of the situation analysis to specification of separate methods, that are used in the concept of Situation Analysis and are used in the practical part of my thesis. In practical part of my thesis, I introduce the company first, then I analyse market position of my company based on company´ s macrobackground and microbackground using the PEST method and Porter´s five forces analysis. I continue with portfolio analysis based on BCG matrix and my pracital part is ended by the SWOT method. In the end of the practical part of my thesis I make suggestions and recommendations to improve the promotion of the company, relations with customers and competitiveness of the company.