Diplomová práce / info:eu-repo/semantics/masterThesis
Osoba oponující práci:
This Master´s thesis deals with the application of the Balanced Scorecard method in the company Nestlé Česko s.r.o., which is focused on the production of chocolate and non-chocolate confectionery. The aim of the Master´s thesis is to analyze the current situation of the company and to formulate its future strategic direction with subsequent conversion into a measurable form. This thesis is divided into the theoretical and practical part. The theoretical part describes the basic concepts, methods and tools of strategic analysis of the company and the Balanced Scorecard method. In the practical part, the analyzed company is introduced and a strategic analysis, consisting of PEST analysis, characteristics of the industry and the confectionery market, Porter's model of five competitive forces, value chain analysis and financial performance analysis using INFA Benchmarking Diagnostic Systém and business model analysis with the business model Canvas, is presented. Subsequently, a SWOT analysis is performed and after the evaluation of the entire strategic analysis, strategy and strategic goals are formulated. For each strategic goal is determined benchmarks, indicators and strategic actions within the four perspectives of the Balanced Scorecard method. The resulting strategic map shows causal links between the set goals. In the conclusion of the Master´s thesis, the results are summarized and the recommendations for implementation of the Balanced Scorecard method for the company are formulated.