Strategická analýza pro generační obměnu předního distributora kosmetických výrobků

Abstract

The subject of the bachelor thesis is to develop a strategic analysis of the selected company MJC-Zlín spol. s r.o. On the basis of the obtained outputs, we will then propose the most appropriate strategy that will be suitable for the further development of the company and at the same time serve as a guide to outline the process of future generational renewal. In the introduction of the thesis, the strategic analysis and all its related methods are first theoretically defined, followed by the theoretical definition of the succession and generational renewal. In the practical part, the selected enterprise under study is first introduced, on which all selected methods are applied to evaluate its external and internal environment and thus the obtained corporate strengths and weaknesses and simultaneously operating opportunities and threats. All these outputs will be used in the last part of the bachelor thesis to determine the final strategy, which will also be used for various proposals for the future development of the enterprise. A thorough examination of the organizational structure and the entrepreneur's family ties will then serve as a basis for determining the most appropriate course of action for future generational renewal.