Zpracování strategické analýzy v podmínkách konkrétní firmy

Abstract

This thesis deals with the strategic analysis of Moraviatel a.s., a company specialized in insurance brokerage for industrial companies and technical and medical holdings. The aim of the thesis is to determine the current situation of the company and to propose further steps to increase its competitiveness through the conducted analyses. The thesis focuses on the factors of macro environment, meso environment and micro environment. PEST analysis was used in the analysis of the macro-environment to identify the factors that may affect the company's business. The meso environment was examined using Porter's 5 Forces Analysis, Competitive Map, Industry Life Cycle Analysis and Scenario Planning. The necessary data was obtained from web sources, qualitative research and publicly available sources. McKinsey 7S analysis and Value Chain Analysis were used for micro-environment analysis with data obtained from qualitative research. The financial analysis was based on the company's internal materials published in the commercial register. As a result of the analysis, the company is found to be in good shape. The company has educated and loyal employees. Although the industry is at a mature stage, there are still opportunities for further growth. Competition in the market is strong, but the firm has the potential to increase its market share in the Czech market by expanding its portfolio of cyber security insurance services. The company has strategically resolved its market position by partnering with the largest group, Renomia Network, where direct competition is excluded. This work provides valuable information on the current situation and the possibilities for further development of the company.