Strategická analýza okolí podniku Pivovar Kocour Varnsdorf s.r.o

The thesis aims to formulate strategic recommendations based on the identified information about the corporate environment of Pivovar Kocour Varnsdorf s.r.o., enabling the adaptation of the strategy to the identified threats and opportunities that may have an impact on the expansion of the portfolio of beers and their sales. In order to assess the company's readiness to face the identified factors, a sub-objective is set in the form of an examination of the brewery's internal resources. The theoretical part defines the basic concepts related to strategic analysis and introduces the tools and methods that are applied to the analysed enterprise in the practical part. PESTEL analysis, industry characteristics, competitor analysis, competitor map, Porter's five forces model, resource classification, VRIO analysis and financial analysis are used in the thesis. Finally, the key factors are synthesised through SWOT analysis, and then strategic recommendations are written for the brewery's management.