Strategická analýza společnosti Sephora s.r.o

This bachelor’s thesis focuses on the strategic analysis of the company Sephora s.r.o., which operates in the Czech cosmetics market. The aim of the thesis is to evaluate the current state of Sephora s.r.o. using strategic analysis methods and to propose recommendations for its long-term development. The thesis is divided into two main parts – theoretical and practical. The theoretical part explains the basic concepts of strategic analysis and describes specific methods in detail, such as PESTLE analysis, Porter’s Five Forces model, competitor analysis, VRIO analysis, financial analysis, and SWOT analysis. These tools are used to assess both the external and internal environment of the company. The practical part focuses on the application of these methods to Sephora s.r.o. The analysis reveals the main opportunities and threats in the external environment, the company’s strengths and weaknesses, and evaluates its market position. Based on the findings, the author proposes concrete strategic recommendations for the future direction of the company Sephora s.r.o.