SWOT analýza současné podoby business diplomacie ŠKODA AUTO

The aim of the bachelor thesis is to evaluate the importance of business diplomacy for TNCs, to present the process of this corporate practice within ŠKODA AUTO and to identify strengths, weaknesses, opportunities and threats in terms of business diplomacy within the company. The thesis consists of a theoretical part that introduces the concept of business diplomacy and offers its own definition based on a comparison of different approaches of the authors. The evaluation of ŠKODA AUTO's business diplomacy activities is then based on this definition. In order to meet the objectives of this bachelor thesis, the company together with its actors and internal, external stakeholders were first introduced, and for a qualitative understanding of the concept, personal interviews with internal members of the company were also conducted, which provided detailed information regarding the process and form of ŠKODA AUTO's business diplomacy. Based on five current business diplomacy topics that the company has encountered in recent years, a SWOT analysis was developed, which confirmed that business diplomacy represents an opportunity for TNCs in terms of shaping a positive image, but if handled skilfully it can also lead to an overall strengthening of the company's position and appears to be a useful tool for business development. The SWOT analysis of business diplomacy clearly results in ŠKODA AUTO's favour and demonstrates the company's readiness for situations where the practice of business diplomacy is needed.