Strategická analýza konkurenčního okolí a makrookolí firmy POHL cz, a.s.

Abstract

The aim of my diploma thesis is to analyze the general environment and company´s competitors in the surrounding. With the metod of PEST analysis, I scaned the economic, the socio-cultural, the technological and the legislative environment with the focus on future developments and trends in these environments. By using the Porter analysis of five competitive forces, I rated the strength of customers and suppliers, the threat of entry of new firms into the industry, the threat of substitutes and the the rivalry in the industry. At the beginning of chapter I also described the company´s biggest competitors POHL cz, as, Opava branch. In subsequent SWOT analysis I have drew up corporate strengths, weaknesses, opportunities and threats. Based on results of my analysis I proposed some do's and dont´s to the company´s board of management. I think that management has to support the innovative behavior of its employees, the company should be more innovative and collaborate with other companies on research and development of new technologies. In order to get the market share increased and to stand up to cut-throat competition the company has to find new competitive advantages.