Strategická analýza společnosti Jan Becher – Karlovarská Becherovka, a.s

The aim of this bachelor’s thesis is to evaluate the external and internal environment of Jan Becher – Karlovarská Becherovka, a.s. using strategic analysis tools and methods, to assess its current market position, and to formulate strategic recommendations for its future development in the context of the current market environment. The thesis is divided into a theoretical and a practical part. The theoretical part defines the basic concepts, approaches, and analytical tools that constitute the methodological framework of the thesis. The practical part first presents the analysed company and subsequently analyses its external environment through PESTLE analysis, competitor analysis, and Porter’s Five Forces model. The company’s internal environment is assessed using VRIO analysis, portfolio analysis, and financial analysis. Based on the findings, the thesis synthesises the key results through SWOT analysis and risk analysis and formulates strategic recommendations for the analysed company.