Strategická analýza projektu Dressibly

In today's business world, reducing the ecological footprint is a significant trend along with sustainable production in the fashion industry. Multiple businesses on the Czech market come up with sustainable alternatives based on consumer pressure, therefore business strategy needs to be implemented. The aim of this bachelor thesis is to compile a strategic analysis of the Dressibly project. Particularly, by describing selected methods, which are then applied to the analyzed Dressibly project in the practical part. The thesis consists of an analysis of the company's environment using PESTEL analysis, and industry and competitor analysis. Furthermore, financial analysis of the project's market performance to date and a VRIO analysis is elaborated. The whole thesis is summarized by a SWOT analysis, which is used to assess the most important strengths, weaknesses, opportunities, and threats. The SWOT method also includes an evaluation of the type of recommended strategy to eliminate weaknesses by exploiting opportunities - WO. The thesis is concluded by evaluating the results and proposing recommendations for Dressibly's founders as a basis for strategic planning for future goals. Suggestions include the creation of a stable marketing strategy, the expansion of the product range through new collaborations with clothing brand suppliers, or the use of a crowdfunding campaign to produce their own sustainable backpack. If the suggested recommendations will be implemented, the enterprise can overcome the weakness of low profitability and increase awareness of the project itself.