Strategická analýza podniku Czech Inn Hotels

This bachelor’s thesis focuses on the strategic analysis of Czech Inn Hotels, one of the major hotel groups operating in the Czech hotel market. The main aim of the thesis is to propose recommendations for improving the company’s strategic management and strengthening its market position on the basis of a strategic analysis. The theoretical part describes strategic management as a tool for the long-term development of a company, presents its main stages, and explains the specific features of strategic management in the hotel industry. This part also characterizes selected methods of strategic analysis, namely external environment analysis, internal environment analysis, and SWOT analysis. The practical part introduces Czech Inn Hotels, its activities, portfolio, and management structure. It then analyses the external environment using PESTLE analysis, Porter’s Five Forces model, and stakeholder analysis. The internal environment is evaluated through VRIO analysis, Scenario planning and the financial analysis. The findings from the individual analyses are subsequently summarized in a SWOT analysis, which serves as the basis for the proposal section of the thesis. The results show that Czech Inn Hotels has a strong market position, but faces intense competition, staffing issues, high operational complexity, and the risk of inconsistent service quality across its hotels. Based on the findings, a WO strategy was selected for the company, and recommendations for improvement were proposed.