Strategická analýza

Abstract

This final thesis dissertates about the strategic analysis. The thesis is divided into four main parts. The first one describes the theory of strategic analysis in which the chapters concerning strategic thinking, analysis of surrounding and forecast are theoretically elaborated. In the second part, M+L Logistik s.r.o. company is introduced from the history, personal and business policy, organizational structure and the offered services point of view. The previously mentioned theory is applied to the company needs. Analysis of macro-surrounding and micro-surrounding is performed here. Furthermore, prognosis of oil and fuel prices is elaborated by means of extrapolation method. The last of the prognosis methods is MAP. On the basis of MAP results evaluation several problem factors are named here and further analyzed. The importance of strategic analysis as well as summary of previous parts is mentioned in conclusion.