Zhodnocení podnikatelského potenciálu kosmetické firmy

Abstract

The main aim of this thesis is to evaluate the business potential of the company which produce cosmetics. The company has the character of a transnational company that operates in more than thirty countries around the world. After evaluation of the competitiveness of the company will be used SWOT analysis, selected indicators of financial analysis and diagnostic tool GM-TREND. At the same time the financial analysis will be compared with competitors. The appropriate suggestions and recommendations will be made according to the subsequent findings. The diploma thesis shows the basic definitions and concepts which are necessary for describing and assembling of methods. In the diploma thesis there is also made detailed description of the methods for the identification and diagnosis of business potential. The most important part is the composition and explanation of methodical steps of methods to evaluate the business potential. Another very crucial part is a financial analysis of the company and monitoring of the business environment. In the penultimate chapter of the thesis the results of the analysis are summarized and it describes the overall diagnostics of the company from view of its potential.