Zhodnocení strategie podniku v automobilovém průmyslu

Abstract

In my final thesis Evaluation of Company Strategy in the Automotive Industry I have attempted to analyze strategic opportunities of a major automotive producer.

I have chosen an enterprise Kia Motors Slovakia located in Zilina in Slovakia. The company is a member of the Hyundai Kia Automotive Group and its goal is to become one of the leading car producers in the world.

In the theoretical part of my thesis I was focusing on the strategy. I explained the main concepts such as vision, mission, objectives, strategicplanning and leadership. I explained what the process of strategy involves and how strategic management participates in the process. Anotherimportant chapter talks about the basic strategic methods and tools .

The practical part of my thesis applies the theoretical knowledge to the chosen enterprise. To achieve this goal I have chosen objective and subjective methods. The external methods include PEST analysis which helped me to anylyze the business environment in our country. The methodology I used in the internal analysis was the SPACE analysis and I also talked about the strategy of innovation which the companyfocused on in 2009. The Kia's financial analysis for the past three years completes my thesis.

The results of my analysis are quite positive overall. Slovak Republic is still confronted with the negative circumstances that occurred after the global economic crisis. A significant step forward was the adoption of the new currency Euro on 1st of January 2009. The practical analysis suggests that the company Kia Motors achieves excellent financial results. The company continuously strengthens its position in the automobile markets by its aggressive and competitive strategies. To deal with the negative situation the company is also using the strategy of innovation.