Zhodnocení konkurenceschopnosti vybraného podniku v odvětví gastronomie

Abstract

The aim of this Bachelor's Thesis is to evaluate the competitiveness of the company PQT Prosperity Invest s. r. o. within the gastronomy market and to formulate recommendations for the company's management that will contribute to increasing revenue and strengthening its current market position. The thesis is divided into a theoretical and a practical part. The theoretical part defines concepts related to competitiveness, such as competition, the corporate environment, and strategy. Furthermore, it characterizes the main tools and methods for analyzing the external and internal environment. In the practical part, the company is introduced , and subsequently, the aforementioned tools and methods are applied to PQT Prosperity Invest s. r. o.. PEST analysis and Porter's five forces model are utilized for the analysis of the external environment , while the internal environment is analyzed using resource classification, VRIO analysis, and financial analysis. To gain a deeper understanding of consumer behavior, a questionnaire survey is included in the thesis. The findings from all analyses are synthesized within a SWOT analysis , on the basis of which specific recommendations are proposed for the company's further development.