Ekonomická analýza a konkurenční strategie firmy se sportovní výživou

Abstract

The main aim of this thesis "Economic analysis and competitive firm strategy of a sports supplement firm" was to analyze Fitpower s.r.o,. in terms of external and internal view, the competitive environment and customer satisfaction. The thesis was divided into theoretical and practical parts. The theoretical part provides basic concepts and outlines the main issue. The practical part is an analysis of the current state of the company, analysis of micro and macro environment, competitive environment, SWOT analysis of the company's sports nutrition products. Additionally, Fitpower customer satisfaction survey has been carried out. Based on the results of the analysis are than suggested various recommendations, points for improvements and further development.