Strategická analýza podniku působícího v IT sektoru

Abstract

The aim of this thesis is to create a strategic analysis for Storyous s.r.o. Through strategic analysis, the company is informed about its strengths and weaknesses or opportunities and threats acting on it from outside. Based on the created strategic analysis, the final strategy was recommended to the company. The theoretical part explains the concepts related to general economics and the concepts related to strategic analysis which are needed to understand the practical part of the thesis. Subsequently, these theoretical backgrounds are used in the practical part of the thesis. The strategic analysis was constructed from the strategic internal and external analysis and the industry environment analysis. Financial analysis and VRIO analysis were used to analyse the internal environment. For the analysis of the external environment, PESTLE analysis, Porter's five competitive forces model and 7C situational analysis were used. Finally, SPACE analysis and SWOT analysis were used to analyze the industry environment. The insights gained from these analyses were used to design a possible strategy for the company and suggestions for improvement.