Hodnocení výkonnosti a konkurenceschopnosti reklamní agentury
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Vysoká škola báňská - Technická univerzita Ostrava
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The aim of this thesis is the evaluation of financial performance and competitiveness of a specific advertisement agency based on analysis of financial statements and the external environment.
I am describing the basic terminology in the theoretical part of my thesis- such as performance, competitiveness, advertisement market, small and medium enterprise and methods for performance and competitiveness analysis.
Information from that chapter is used in the second- practical part of my thesis, which talks about evaluation of a specific advertisement company. For the financial performance of this company I used the analysis of ratio indicators, bankruptcy and bonito models and for evaluation of the competitiveness I used PEST analysis and Porter forces analysis.
The last chapter of my thesis is dedicated to the general summary of the results found followed by recommendations based on findings.
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Financial performance, competitiveness, small and medium enterprise, advertisement, advertising market, advertisement agency, financial analysis, liquidity, profits, activity, indebtedness, bankruptcy models, bonito models, PEST analysis, Porter forces analysis