Návrh strategie pro vybranou společnost

Abstract

This Master's thesis focuses on the design of a strategy for a specific company operating in the sports industry. The aim of the thesis was to identify the key factors of the external and internal environment, based on which a strategic analysis is drawn up leading to the strengthening of competitiveness, long-term sustainable development and prosperity of the company. The theoretical part described the background and principles of strategic management, which were followed by the different methods of strategic analysis. The practical part focused on the application of these methods within the external and internal environment. The external environment was examined using PEST analysis and Porter's five forces model. The internal environment includes the McKinsey 7S model and financial analysis. Subsequently, a SWOT analysis synthesizing the sub-results was compiled. To obtain additional data, an interview with the manager was conducted. Based on the results, an appropriate strategy was proposed, which includes the construction of padel courts. The proposals reflect the current trends of today's sports, aiming to attract new customers and strengthen the company's market position.