Zhodnocení vlivu podnikatelského prostředí na reklamní agenturu

Abstract

The diploma thesis deals with analysis of influence of the business environment on the selected company, specifically the advertising agency. The thesis is divided into several seperate chapters which are conected to each other. The theoretical part of the thesis deals with the development of the business environment in the Czech republic from the 80s of the last century to present day. Furthermore, the theorethical part discusses the forms of business in the Czech republic, which are affected by the business environment, factors affecting the business environment and institutions and organizations that help shape the business environment in the Czech republic. In the practical part of the diploma thesis, an analysis of the influence of the business environment on the selected company is performed. In this part, a SWOT analysis, PESTLE analysis, financial analysis of the company and evaluation of five competitive forces according to Porter’s model are performed. At the end of the thesis, the author’s recommendations are written, which could help the selected company in the future.