Provedení analýzy prostředí pro e-shop

Abstract

The aim of the bachelor thesis is to find out through the analysis of the selected company Kratomit.cz, what are its threats, opportunities, strengths and weaknesses and based on the information create appropriate strategic recommendations and proposals. The theoretical part of the thesis defines the basic issues of strategy, strategic planning, strategic management and methods for strategic analysis, which are then applied in the practical part to the above company. The company's analysis is composed of an internal and external environment, where PESTLE analysis and Porter's model of five competitive forces are used in the external environment and an analysis of key indicators is applied in the internal environment. All knowledge gained from the above methods are used in the SWOT analysis, which is then a source for suggestions and recommendations for the company.