Strategická analýza podniku Mixit, s.r.o

The aim of this bachelor’s thesis is to identify the strengths and weaknesses of the company Mixit s.r.o. and to reveal the opportunities and threats coming from the external environment, using the methods of strategic analysis. The findings based on this analysis will indicate the strategic position of the company among its competitors. The thesis consists of methodological and application part. In the methodological part, the data collection methods are presented and the different methods used to analyse the data and the information collected are described. In the application part, these methods are then applied to the analysis of Mixit s.r.o. The company is introduced at first, followed by a section examining the external environment consisting of a macro-environment analysis using PESTLE analysis and a micro-environment analysis using industry characteristics, strategic group map and Porter’s five forces model. Internal resources are then identified and assessed using VRIO analysis, financial analysis and portfolio analysis. An overal synthesis of the information found is made in the form of a SWOT analysis, followed by a conclusion.