Provedení strategické analýzy ve vybrané společnosti a návrh strategie

Abstract

This thesis focuses on the strategic analysis of a selected company and the proposal of a business strategy. The objective of the thesis is to evaluate the enterprise in terms of its external and internal environment and to formulate recommendations based on the conducted analyses. The theoretical part defines the fundamental concepts of strategic management and introduces the analytical tools used to assess the business environment, including PEST analysis, Porter’s Five Forces model, VRIO analysis, the McKinsey 7S model, financial analysis and SWOT analysis. In the practical part, these methods are applied to the selected company, providing a comprehensive overview of its current position. The external environment is analyzed regarding key factors influencing the business, while the internal environment is assessed in terms of the company's resources, capabilities, processes, and financial situation. The findings are summarized in a SWOT analysis, which identifies the company's strengths and weaknesses and defines its opportunities and threats. Based on the SWOT analysis, strategic directions are proposed.