Strategic Analysis of Fender Musical Instruments Corporation

Strategic analysis represents an important tool for evaluating a company’s competitive position and determining its future strategic direction. This bachelor thesis focuses on Fender Musical Instruments Corporation, one of the world’s leading manufacturers of guitars, bass guitars, amplifiers, and related musical equipment. The aim of the thesis is to evaluate the strategic position of the company and, based on the conducted analysis, propose suitable strategic recommendations for its further development. To achieve this aim, the thesis applies an analysis of the external environment and internal resources of the company, followed by a synthesis of the findings using SWOT analysis. The thesis focuses primarily on identifying the key factors influencing the company’s competitive position, its strengths and weaknesses, as well as opportunities and threats. Based on these findings, strategic recommendations are subsequently formulated to reflect the company’s current situation and the development of its business environment.