Zpracování strategické analýzy pro vybraný podnik

Abstract

The objective of this thesis is to find out the current position of XY. This company sells and service bicycles. The first part of the thesis provides theoretical background and methodology that are used later for the strategic analysis of the company. A key part of the thesis is the evaluation of the results from the questionnaire and the implementation of the hypothesis. As parts of the strategic analysis you´ll find internal and external analysis. Firstly the PEST analysis has been used to provide a framework for understanding external factors. For micro environment is used Porter´s five forces analysis. Internal analysis of the company that deals with human resources, finance and tangible and intangible resources and Analysis of key factors. Completion is a SWOT analysis, which shows the strengths and weaknesses of company and also reveals the opportunities and threats that affect the company from the outside. Thesis ends by proposing strategic recommendations arising from the implementation of the strategic analysis.