Strategická analýza HP TRONIC Zlín, spol. s.r.o

The turn of the 21st century can be classified as the advent of the Internet and with it also of new business opportunities, primarily in the field of e-commerce. This sector is constantly growing, becoming more popular and taking on new dimensions in the battle for customers. There are many strong competitors who are trying to make it as easy as possible for their customers to buy and win them over. One of the strong players on the market is HP TRONIC Zlín, spol. s r.o. It completed its merger with Datart.cz in 2018 and started to nurture the company and develop it under its wings. In the previous years, the coronavirus pandemic, for example, hit the mainstream, which moved all companies. From 2022 onwards, the whole of Europe faces many pitfalls, for example, high inflation caused by the war conflict between Russia and Ukraine. This has affected their strategy. These pitfalls are rather calming down to a greater extent and therefore the strategy needs to be steered in the right direction again. The aim of this paper is to use strategic analysis methods to assess the current state of the company, to define its strengths and weaknesses, as well as opportunities and threats emanating from the company's external environment. Based on these findings, recommendations are proposed for the long-term development of the company, which will contribute to a more effective strategy formulation and increase the company's competitiveness.