Hodnotenie konkurencie a prognóza strategického vývoja vybranej skupiny výrobkov

Abstract

The subject of this diploma thesis is to analyze the competitive environment using an external and internal analysis, to evaluate the current state of the competitive environment and recommend an appropriate choice of business strategy that will be prognosis for the successful future development of selected product group. The thesis is divided into a theoretical and practical parts. The theoretical part describes the basic concepts and defined analysis methods of macro and micro business environment. These methods include PEST analysis, Porter's model of five competitive forces, BCG matrix and SWOT analysis. All methods are applied on a specific production company. Based on performed analysis, recommendations for leading marketing team of selected product category are proposed.