Strategická analýza společnosti BON TON, s. r. o.

Abstract

This diploma thesis deals with strategic analysis of the tour operator BON TON. The goal is to suggest a strategy based on theoretical knowledge and an analysis of internal and external environment. The theoretical part is divided into three parts. We focus on strategic management, tourism, and changes of business environment. For the strategic analysis we use these methods: PEST analysis, analysis of key indicators, Porter analysis of competition, and financial analysis. The results are summarized into SWOT analysis where the the four areas which are important for future company’s development are specified. The final part of the thesis deals with the specific strategies for product, marketing, opportunities of new incomes and new model of business cooperation.