Strategická analýza společnosti se zaměřením na nástupnictví

Abstract

The main objective of this diploma thesis is to determine, through strategic analysis, the appropriate future orientation of a company so that it can maintain and fully utilize its identified competitive advantages and develop a long-term succession strategy. First, the theoretical background regarding strategic management, family business and succession are described in relation to this issue. Next follows the analysis of business environment using methods of PEST analysis, Pollak's model, VRIO analysis, financial analysis and SWOT and SPACE analysis. The results have been transformed into three corresponding strategies – corporate, personal and succession strategy. A form of intra-family handover was chosen for the company and there were outlined the strategic steps to be taken for a successful handover of both management and ownership.