Zhodnocení konkurenceschopnosti podniku z oblasti prodeje hutního materiálu

Abstract

This diploma thesis focuses on evaluating the competitiveness of a company operating in the field of metallurgical material sales. The aim of the thesis is to assess the competitiveness of a selected company using specific methods and indicators and to propose recommendations that may help enhance its competitive position. The theoretical and methodological section defines key concepts such as company competitiveness, competitive advantage, business environment, corporate objectives, and strategy. It also addresses the analysis of the business environment, presenting methods such as PESTLE analysis, Porter’s Five Forces model, the Business Model Canvas, and SWOT analysis. Furthermore, this section explores financial analysis ratios, including the decomposition of Return on Equity (ROE) using the DuPont model. The third chapter introduces the industry context and provides an overview of the company under investigation. In the practical part, the analytical tools described in the theoretical and methodological section are applied. Specifically, PESTLE analysis and Porter’s Five Forces model are developed. The evolution of assets, revenues, net profit, and profitability indicators over time is evaluated, followed by the application of ROE decomposition according to the DuPont method. The results are further synthesized using SWOT analysis. Finally, the overall competitiveness of the company is assessed, and recommendations are proposed to support its future improvement.