Strategická analýza RAILSCANNER, s.r.o

We live in a time when the economy and the market are constantly evolving. There has been a lot of investment in rail freight transport in recent years, and there is a drive to make it a leader in low-emission transport. There is a lot of pressure on businesses, and it is hard to succeed these days. For this reason, there is a need to put emphasis on strategy in the company. The aim of this bachelor thesis is to make a strategic analysis of RAILSCANNER, Ltd. and to propose an improved their corporate strategy. This objective is fulfilled by defining the basic analyses in the theoretical part and then applying them to the company in the practical part. In this bachelor thesis, the external environment of the company is processed based on the analysis of the micro and macro environment, where mainly PESTLE analysis plays an important role. Furthermore, this thesis defines the external environment of the company through the given analyses and the subsequent evaluation by means of SWOT analysis. SWOT analysis evaluates the specific weaknesses and strengths of a given company and then its opportunities and possible threats in the future. With the help of SWOT analysis, a specific appropriate strategy for the company is then defined, namely the WO strategy. At the end of this bachelor thesis, recommendations for a better corporate strategy are proposed. These recommendations concern promotion through participation in world fairs, strengthening marketing, more facilities and the use of artificial intelligence. If the company agrees to the recommendations, it can increase profitability and gain more clients.