Strategická analýza společnosti Znovín Znojmo, a. s

The company Znovín Znojmo, a. s. produces and sells Czech wines. However, they have to deal with competition from other Moravian producers and cheap foreign wines. The company's management is also dealing with the decline in sales resulting from sales of products to the gastronomy sector. The aim of the bachelor thesis is to propose strategic recommendations for Znovín Znojmo, a. s., based on a strategic analysis. The thesis is divided into a theoretical and a practical part. In the theoretical part, basic knowledge from the field of company strategy is presented and the basic tools of strategic analysis are described. In the practical part, these tools are applied to the company Znovín Znojmo, a. s. For the analysis of the external environment of the company are used PESTEL analysis, industry analysis, competition analysis and map of competitive groups and Porter's 5 forces model. For the analysis of the internal environment are used resource identification, VRIO analysis, financial analysis and portfolio analysis (GE matrix). The synthesis of knowledge is carried out in the form of a SWOT analysis. On this basis, recommendations are proposed for the company Znovín Znojmo, a. s., following their problems.