Strategická analýza vybraného podniku

Abstract

The purpose of my diploma thesis is to outline possibilities of development of the Czech manufacturer, whose key production program is the authentic Czech soft drink called Kofola. We can say that Kofola is the only Czech producer in the food industry, who managed to keep its marketplace, but could also expand. Even though this company is very successful, there is no doubt that Kofola has to fight hard to become the market leader. In the theoretical part of my diploma thesis I tried to summarizes the findings of the strategic analysis of the company and its methods of work. In the practical part of my diploma thesis I evaluated the situation of Kofola market with soft drinks and after that I outlined some useful strategies for this company, which could help to increase the company value and profitability.