Aplikace strategické analýzy vybraného podniku v segmentu bezlepkových potravin

Abstract

This bachelor thesis deals with the application of strategic analysis to a selected company operating in the gluten-free food segment. The aim of the thesis is to propose recommendations aimed at strengthening the company's competitiveness based on the conducted strategic analysis. The theoretical part of the thesis defines key concepts related to strategy, strategic management, and methods of strategic analysis. The third chapter characterizes the gluten-free food market in the Czech Republic, legislative framework, and key trends in the segment, and introduces the analysed company. In the practical part, three strategic analysis tools are applied, specifically, PESTLE analysis, Porter's Five Forces model, and SWOT analysis. Based on the results of these analyses, strategic recommendations were formulated focused on developing marketing activities, expanding distribution channels and strengthening the company's human resources.