Strategická analýza společnosti poskytující lázeňské služby

Abstract

The thesis aims to carry out a strategic analysis of lázně Slatinice a.s. and to recommend an appropriate strategy based on its results. The entire work is divided into four main sections.

The first part of the thesis describes the theoretical basis for the processing of strategic analysis using information from specialist literature. It thus includes a description of strategic management, analyses of the external environment, analyses of the mesoenvironment and analyses of the internal environment of the firm.

In the next part of the work, the company is characterized by Lázně Slatinice a.s. Basic information and a brief history of the spa in the given village are given here. Furthermore, this section also contains a description of sulphur springs and the effects they have on the human organism. Last but not least, there is an account of the services provided.

The third part is central to the whole work. It contains all the application of theoretical principles for the processing of strategic analysis to the chosen company.So there is applied a variety of analysis, Porter's model of five competing forces, financial analysis, VRIO analysis and a comprehensive SWOT analysis.

In the final section, three strategies are developed for the company based on the findings of the strategic analysis. These strategies are subsequently evaluated to help the QSPM method. three strategies were recommended based on the analyses carried out. 1 - expanding the range of accompanying services to include beauty services.