Strategická analýza společnosti Richter Czech s. r. o

This bachelor´s thesis focuses on the strategic analysis of Richter Czech s. r. o., a distributor of mechanical and smart security products operating in the Czech market since 2013. The aim of the thesis is to evaluate the current state of the company using strategic analysis methods and to propose recommendations for its long-term development. The macro-environment is examined using PESTEL analysis, the micro-environment through industry analysis, a competitive group map and Porter's Five Forces model. Internal resources are assessed using VRIO and financial analysis. The outputs are synthesised through SWOT analysis and the TOWS matrix, the results of which reveal that strong financial foundations contrast with personnel concentration and digital underperformance. The key opportunity lies in the digitalisation of sales channels, while the most significant threats are geopolitical instability and the fragmentation of global trade. Defensive recommendations focus on personnel strengthening, modernisation of digital infrastructure, and ensuring supply chain stability. These measures form the foundation for four offensive initiatives in the form of IoT portfolio expansion, active management of surplus financial resources, acquisition of own warehouse, and the acquisition of a distributor with a brick-and-mortar store. The company's financial position provides a solid foundation for the implementation of the proposed recommendations.