Strategická analýza pro vybranou organizaci

Abstract

The master thesis is focused on the Gallery of Fine Arts in Ostrava. The aim of the work is to formulate suggestions for improvement of this semi-budgetary organization. First of all there are described importance and structure of strategic analysis and its basic context and necessary methods. In the second part there is introduced history and current status of the selected organization. Further the thesis contains description of methodology of data collection and the strategic analysis of the external and internal environment of the organization. Part of the strategic analysis is also the questionnaire research for investigation of effectiveness of marketing communication GVUO. Then the synthesis of obtained facts is conducted by using SWOT analysis. Based on the evaluation findings of strategic analysis are recommended proposals for changes that could contribute to the development of GVUO.