Tvorba obchodní strategie pro vybranou společnost se snowboardovým vybavením

Abstract

This bachelor thesis focuses on creating a business strategy for a snowboard equipment company. The thesis is divided into theoretical and practical parts. The theoretical part summarizes the knowledge related to the corporate strategy and the practical part focuses on Decathlon company, which was analyzed and subsequently market research was carried out in a questionnaire survey, competitor analysis and SWOT analysis. The conclusion of this bachelor thesis is suggestions and recommendations based on the analyses conducted, which will enable the development of a business strategy for Decathlon.