Zhodnocení konkurenceschopnosti malého podniku v moravskoslezském regionu

Abstract

The objective of this master’s thesis is to evaluate the competitiveness of a small business enterprise in the Moravian-Silesian Region and to use the results of the evaluation to recommend measures for improving and maintaining the company’s market position and increasing its competitive strength.

The following methods were used to analyse the enterprise’s current level of competitiveness: PESTLE analysis, business environment mapping, Porter’s Five Forces Model, and SWOT analysis. The BCG matrix approach was used for analysing the company’s product portfolio. The methods are described in the theoretical section of the thesis, which was prepared using professional literature sources and was subsequently used as the input for preparing the analytical section.

The Velička Bakery was selected for this research on the basis of an agreement with the owner, as the representative of a small Moravian-Silesian enterprise active in the bakery products market. The conclusion of this thesis includes recommendations proposed on the basis of the research findings, which are aimed at improving and maintaining the bakery’s market position and increasing its competitive strength. The main proposals include a recommendation to obtain a sublicense to use the “Czech product guaranteed by the Federation of the Food and Drinks Industries of the Czech Republic” label of quality, as well as recommendations to change the company’s legal form, to create an organisational structure, to strengthen marketing activities, to cut back the production of items classified as “dogs”, and to establish cooperation with one of the vocational colleges that offers bakery training and education. The secondary objective of this thesis was realised through the inclusion of the specific proposals and recommendations.