Zpracování strategické analýzy pro grafické a reklamní studio

Abstract

The goal of this thesis is to find out the current situation of company XYZ, s.r.o. based on strategic analysis and suggest certain recommendations, which could help to achieve growth, prosperity and competitiveness of this company. The first part contains theoretical knowledge in which are specified the basic concepts of strategic management. Among these concepts belong strategic direction, strategy, mission, vision, business objectives and strategic analysis. The practical part includes description of the company and processed strategic analysis in the real conditions of the company. Strategic analysis is divided into the analysis of external environment, analysis of internal environment and summary analysis. Analysis of the external environment includes the PEST analysis and an analysis of competing forces. In the internal environment are analyzed key factors of the company and processed the financial analysis. As a summary analysis is used SWOT analysis. From this analysis follows the basic strategic alternative, using which is possible to define particular recommendations for the company. The conclusion contains a summary of findings, which follows from the results of strategic analysis.