Návrh strategie podnikatelské jednotky

Abstract

The aim of the thesis is to design a business unit strategy related to Zaka pawn shop. The theoretical part describes the professional issues of strategy, values, mission, vision, goals, strategic management, strategic planning, financial analysis PEST analysis. Porter's five competitive forces model and SWOT analysis. The practical part follows the theoretical part, where all the theoretical knowledge is translated into practice. It introduces the history of pawnbroking, the ZAKA pawnshop and the conditions necessary to operate and the nature of the pawnbroking business. Thanks to an internal financial analysis of profitability ratios, liquidity and indebtedness, the pawnbroker was found to be in good financial health. The external PEST analysis compiled highlights the opportunities and threats in the political, economic, social demographic and technological environment. Porter's five competitive forces model examines the competitive ability of the pawnbroker. In the Summary SWOT analysis, all factors are summarized and divided into strengths and weaknesses as well as opportunities and threats to the pawnshop. By compiling the IFE and EFE matrix, the most appropriate SO strategy was evaluated. At the end of the paper the pawnbroker proposed the final strategy to achieve its objectives.