Strategická analýza konkrétního podniku

The aim of the thesis is to propose strategic recommendations with a focus on increasing the competitiveness and market share of IKEA Česká republika s.r.o. in the product category of kitchens on the Czech market by means of a strategic analysis and identification of the main opportunities and threats as well as strengths and weaknesses of the selected company. The thesis is divided into a theoretical part and a practical part. The theoretical part defines the concepts of strategy, strategic analysis, goals, mission and vision of the company, and discusses the individual methods of strategic analysis. This part also presents the results of an additional literature research, which aims to identify the main factors influencing consumer behaviour in the kitchen category, which are then used in the practical part to elaborate the individual analyses. In the practical part, a strategic analysis of IKEA Česká republika s.r.o. is carried out, focusing on the Czech kitchen sector. Analyses of the company’s environment and its internal resources and capabilities are conducted, which allowed the identification of opportunities, threats, as well as weaknesses and strengths. In the synthesis, the interrelationships between them and their complex impact on the company were then evaluated. Based on this, strategic recommendations were then determined with a focus on increasing the competitiveness and market share of the company in the Czech kitchen market.