Provedení strategické analýzy a návrh strategie ve vybraném podniku

Abstract

The thesis is devoted to the strategic analysis of the company. The aim of the thesis is to perform a strategic analysis of the company and then to create a strategy based on the results of the analysis. The thesis is divided into two main parts, namely theoretical and practical. In the theoretical one, the key topics related to the strategic management of the enterprise are discussed. Furthermore, the analysis of the external and internal environment is presented, together with a description of specific tools and methods that can be used to analyse the environment. Finally, a mixed analysis is presented. The practical part consists of individual strategic analyses. Specifically, the thesis includes a PESTLE analysis, Porter's five forces model, VRIO analysis, the "7S" model, financial analysis and SWOT analysis. Based on these analyses conducted, it is evaluated that the company is financially sound and stable, but has weaknesses in strategic management. A vision, mission and strategic objectives are proposed for the enterprise. Specifically, 2 long term, 2 medium term and 3 short term goals are proposed.