Strategická analýza vybraného podniku

Abstract

The major thesis focuses on a strategic analysis and its application to a selected company. The aim was to describe and analyse the existing situation of the company by means of selected methods of the strategic analysis. The first methods described are methods of external environment, PEST analysis and 4C analysis that describe the macro-environment of the company and Porter´s model of five competitive forces by which the competitive environment is measured. Then the methods of internal environment follow, such as the analysis of internal sources analysing human, financial, intangible and tangible resources of the company, and the financial analysis where the financial situation of the company is determined by means of ratio indices. The SWOT analysis was also carried out – it provides for the analysis of strong and weak points of the company, its opportunities and threats. Individual methods are then applied to the particular company, the results are summed up and recommendations are proposed.