Aplikace situační analýzy v marketingové agentuře

Abstract

The objective of this bachelor's thesis is twofold. Firstly, to identify the specific characteristics of a selected marketing agency through a situational analysis, and secondly, to evaluate its competitive position in the market. The thesis draws on theoretical knowledge of strategic and marketing management and employs a combination of quantitative and qualitative methods. The analysis utilizes PEST analysis to evaluate the external environment, VRIO analysis to assess internal resources and the company's capabilities, and financial analysis based on selected ratio indicators for both the selected agency and its competitors. The thesis is supplemented by a competitive matrix for comparison with competitors. The findings indicate that the examined agency, despite its relatively recent market entry, attains commendable outcomes. However, avenues for enhancement, particularly in the domain of web design, are identified. It is recommended that the registered capital be increased, as this has been shown to enhance credibility with clients.