Návrh strategie rozvoje malého podniku

Abstract

The aim of this bachelor’s thesis is to develop proposals for strategic alternatives using the methods of strategic analysis of external and internal environment. Proposals will help the advertising agency to maintain or improve existing market position. Advertising agency was examined in terms of various strategic analyzes. Their processing was based on the initial introduction and characteristics of the analyzed company. Information was gathered during regular consultations with employees of the company. Influences of social environment were defined by using PEST analysis. Forces that act on the internal competitive business environment were found by using Porte Porter's model r's model. Based on the output data acquired from both previous analyzes an evaluation was made using SWOT analysis. The result of the section devoted to the analysis was set of specific recommendations for improving the position of advertising agency in the market. From these options of strategy, were then selected two variants related by their nature that were subsequently developed, including the design of their implementation.