Zhodnocení konkurenceschopnosti podniku zaměřujícího se na prodej náhradních dílů pro motocykly

Abstract

The thesis is focused on the evaluation of the competitiveness of the company specializing in the sale of spare parts for motorcycles. The main objective is a comprehensive assessment of the competitiveness of the selected company MOTOMAX s.r.o. and the creation of proposals and recommendations related to it. The thesis contains two parts, theoretical and practical. The theoretical part is devoted to the description of concepts and analyses that are related to the problems of the work and its basis is professional literature. In the practical part there are developed analyses of the company's competitiveness and methods on the basis of which the results and conclusion of the work are determined. The practical part includes tools for the analysis of the external and internal environment of the company. Tools for the analysis of the external environment of the company are PEST analysis and Porter's model of five competitive forces. Furthermore, tools for the analysis of the internal environment of the company are used, namely VRIO analysis, financial analysis together with spider analysis and benchmarking method. At the end of the work, results are evaluated and suggestions and recommendations for the company are presented together with the finding that the company has a strong position and is very competitive.