Strategická analýza podniku U Malířských

This thesis focuses on providing useful recommendations for the management of the analyzed enterprise U Malířských that will help to achieve its corporate objectives. The thesis involves the use of several strategic tools and methods, which are presented in the theoretical part and applied in the practical part in order to obtain relevant results that will be the basis for the formulation of recommendations. The structure of the thesis includes an analysis of the external environment and an analysis of internal factors. The external analysis tools include PESTEL analysis, industry analysis, competitor analysis, competitor map and Porter's five forces model, which are used to identify opportunities and threats. In the internal analysis, tools such as VRIO analysis, financial analysis and portfolio analysis are used to identify the strengths and weaknesses of the company. The results of the external and internal analysis are further analysed using SWOT analysis and risk analysis in the synthesis section.