Analýza konkurenceschopnosti vybraného podniku z odvětví výroby proutěných a dekoračních výrobků

Abstract

This bachelor's thesis focuses on the analysis of competitiveness of a small family-run online store, Proutídekorace.cz, which specializes in the sale of natural wicker decorations. The main objective is to evaluate the company's market position within its industry, taking into account the current business environment and competitive forces, and to propose recommendations for its further development. The theoretical part defines key concepts related to entrepreneurship, e-commerce, and strategic analysis tools such as PEST analysis, Porter’s Five Forces, SWOT analysis, and the BCG matrix. The practical part applies these tools to the selected company, identifying its internal strengths and weaknesses, external opportunities and threats, and provides concrete proposals to enhance its competitiveness. The contribution of the thesis lies in the practical application of theoretical frameworks to a real-world business and in offering guidance that may inspire other small enterprises in similar sectors.