Strategická analýza a návrh strategie vybraného podniku

Abstract

The aim of this diploma thesis is to process a strategic analysis of the company KASKO, spol. s r.o. The work describes the selected company and is divided into a theoretical part and a practical part. The theoretical part clarifies the basic concepts of strategic analysis and defines the methods of analysis of the microenvironment and macroenvironment of the company. These methods are PEST analysis, Porter's analysis, McKinsey's 7S model and SWOT analysis. In the practical part of the diploma thesis, these methods are then applied to the selected company. Based on the analyzes, the situation of the company on the market was determined and two future scenarios were created - realistic, where a proposal for striking is given, and pessimistic, where a recommendation for prevention is given.