Strategická analýza a návrh strategie pro společnost v oblasti stavebnictví

Abstract

This diploma thesis deals with the elaboration of a comprehensive strategic analysis of the company Nejstropy s.r.o., which specializes in the implementation of modern ceiling systems and the subsequent formulation of a strategy for its future development. The main objective is to propose specific measures based on an objective assessment of the internal and external environment that will strengthen the company's competitiveness and ensure its financial stability in the dynamic construction market. In the theoretical part, key concepts of strategic management and methodological procedures of analytical tools are defined. The practical part then applies these methods in the real environment of the company. For the analysis of the external environment, the PESTLE method and Porter's five forces model are used, while the internal environment is evaluated using the McKinsey 7S model and a detailed financial analysis. The analyses show that the company's main competitive advantage is extreme assembly speed and an effective just-in-time logistics model. However, the financial analysis identified a critical weakness in the form of negative equity and over-indebtedness, which is the result of initial investments and accumulated losses from the past. The synthesis of results in the SWOT analysis placed the company in the offensive SO quadrant, which predicts a progressive growth strategy. The proposed strategy focuses on achieving an annual turnover of CZK 25 million and overcoming the break-even point, which was set at CZK 12.5 million. Key recommendations include the use of "green marketing," digitalization of business processes, and above all, financial recovery through the capitalization of liabilities to partners and the retention of profit for the remediation of equity. The implementation of these steps should ensure the transformation of the company into a stable and financially self-sufficient entity.