Strategie podniku

Abstract

The thesis is focused on strategic management, from definitions of vision, targets and function over various analyses of internal and external environment of a company to suggestions and recommendations for a real company. All knowledge is applied to the company of SEZAKO PŘEROV, legal form Limited company.

The thesis consists of 5 chapters that gradually move from theoretical basics to applying all analyses to a concrete company. In the concrete the PEST analysis of external environment is used and a branch that includes customers, suppliers and competitors is defined. Analyses of internal environment, where analyses of company climate are applied, analysis of internal profile of the company and financial analysis are then examined. All knowledge is connected with the SPACE method. At the end of the thesis suggestion and recommendations are brought up.

The main aim of the thesis was to determine the strategy the company could apply in future to meet their targets. The main direction the company should follow is the synthesis of aggressive and competitive position.