Strategická analýza firem SAMAT spol. s r.o. a SAMAT OKNA s.r.o.“

This bachelor’s thesis focuses on the strategic analysis of the companies SAMAT spol. s r.o. and SAMAT OKNA s.r.o., which specialize in the production of windows and doors. The aim of the thesis is to propose measures that will help these companies maintain and strengthen their competitiveness through innovation and by leveraging trends within the industry. The theoretical part defines the concept of strategic analysis, its objectives, and the methods of internal and external analysis, including PESTEL analysis, VRIO analysis, Porter’s Five Forces model, and financial analysis. The practical part applies these methods to the selected companies and culminates in a synthesis of the findings using a SWOT analysis, followed by the author’s final recommendations. The results provide the companies’ management with valuable insights into the effectiveness of their current strategy while also outlining potential directions for future development.