Strategická analýza a návrh strategie obchodu se sportovními potřebami

Abstract

The aim of this diploma thesis was to conduct a strategic analysis of a selected business entity and based on the results of the analysis suggest an appropriate strategy for the next period. The diploma thesis is divided into four parts, the first part is an introduction and the last a conclusion. The second part is devoted to the definition of theoretical concepts related to the creation of a strategy and conducting a strategic analysis. The third, practical, part is divided into three sections. The first section presents a study of the company HOCKEYLAND, s.r.o., its focus and history. In the second section, a strategic analysis of the company is carried out, consisting of the external and internal environment analyses. In the last section, a business strategy is proposed based on the results obtained in the strategic analysis. The strategy proposal contains the vision, mission, targets of the company and recommendations for the implementation of the strategy.