Zhodnocení konkurenceschopnosti společnosti působící v potravinářském průmyslu

Abstract

This final diploma thesis focuses on the assessment of the competitiveness of FRUTA Bohemia, a.s. The aim is to identify key factors influencing its position on the market and subsequently formulate strategic recommendations for its future development. The theoretical part defines basic concepts related to strategic management, the methodology of analyzing the internal and external environment and assessing the financial health of the company. Special attention is paid to the theoretical foundations of analytical tools, which are subsequently applied in the practical part. This practical part consists of mapping the external environment using PESTLE analysis and evaluating the competitive environment using Porter's five forces model. The internal potential of the company is assessed using the VRIO method and detailed financial analysis. All findings are synthesized in a SWOT analysis. In conclusion, appropriate measures and recommendations are formulated based on the identified shortcomings, which should guarantee higher efficiency and competitiveness of the company.