Zhodnocení konkurenceschopnosti podniku působícího v lesním školkařství

Abstract

The main aim of presented thesis is to analyze the competitiveness of the company and to show deficiencies and weaknesses, which may endanger the company in the future. The work is divided into two sections. While the first section contains theoretical-methodological basis for competitiveness, the theoretical knowledge applied of the real company of the branch forest nursery is presented in results and discussion part. The evaluation of competitive business forces was performed by means of the Porter's five forces analysis, the strategic planning method – SWOT analysis, the financial analysis and the benchmarking. The financial analysis was conducted for the period 2008 – 2010. The benchmarking was performed as the comparison of the three largest competitors in the areas of supply, prices and technologies, and financial comparison with competitor with very similar structure of income. As conclusion, diversification of activities, which can reduce rivalry among competitors and provide a regular annual income, was recommended as the most important part. Furthermore, thesis recommends the focus on getting a new trained workers and displacement of pro-growth container technology production, which seems to be unprofitable. The company was evaluated as stable company with a strong competitive potential, which can be further improved by the proposed recommendations.