Strategická analýza společnosti HORNBACH Baumarkt CS, spol. s r.o

This bachelor’s thesis examines a strategic analysis of HORNBACH Baumarkt CS, spol. s r. o. in the Czech DIY market and, based on its findings, identifies a suitable metropolitan area for potential future expansion of the company’s retail network. The theoretical section defines the concepts of strategic management, analytical tools for the external and internal environment, and both classical and modern approaches to location decision-making in retail. The practical section combines qualitative and quantitative approaches. It is based on four semi-structured interviews with company representatives and on secondary data from the Czech Statistical Office, the CRIBIS database, and publicly available corporate sources. The company’s strategic position is assessed using PESTEL analysis, Porter’s Five Forces model, financial analysis with the DuPont breakdown, VRIO/VRIN evaluation of internal resources, and a strategic group map with a custom price basket. The location analysis utilizes a multi-criteria scoring model with expert-determined weights, whose criteria reflect the demand potential, competitive environment, and transportation accessibility of eleven candidate locations across five metropolitan areas. The results show that Hornbach's main source of sustained competitive advantage is its project-oriented business model, complemented by temporary advantages in the form of qualified employees, know-how in the live plants segment, and an extended price guarantee. The main constraints are the sensitivity of demand to the economic cycle and lower geographic coverage of smaller cities. The multi-criteria analysis identifies Brno as the primary recommended target metropolitan area for expansion, followed by Prague and Ústí nad Labem. The study concludes by formulating recommendations regarding network expansion, price perception, the development of DIFM services, targeting the younger customer segment, and the protection of human capital.