Analýza konkurenceschopnosti vybrané kosmetické společnosti

Abstract

The main objective of this thesis is to analyze the competitiveness of the company Dermacol, a.s. within the cosmetics industry and to propose measures to strengthen its market position. The theoretical part describes the foundations related to the competitiveness of companies and the tools for assessing it. The practical part focuses on analyzing the business environment using methods such as PEST analysis, Porter's Five Forces analysis, VRIO analysis, financial analysis, and SWOT analysis. The results of these analyses provide a comprehensive overview of the company's current situation in the context of its competitiveness in the market. Key factors influencing its performance, both positive and negative, have been identified. Based on the analyses, proposals and recommendations have been developed that should lead to strengthening the company’s competitiveness, its market position, and ensuring long-term stability and growth.