Company and its environment analysis, business strategy design

This diploma thesis is focused on a strategic management activity in companies. In the theoretical part of the thesis there are strategic management process analysis, settings of strategic management principles and description of phases forming the whole process as well. Moreover analysis methods are specified that are used to obtain relevant information supporting each step of strategy design process. The selected strategy design concept is compared with other alternative management methodology. The main contribution of the thesis is in methodology area of elaboration of strategy and application of analytic tools to a real operating enterprise. The aim is to determine an enterprise itself at the market, performing of analysis to gain information for elaborating of the set of strategies. One of these strategies is further elaborated to the level of possible measured and monitored objectives. This summary of information forms the fundamental for possible implementation of company strategy. The thesis does not aspire to provide general manual for solving strategic management of a company. It's as much irrelevant as elaborating the strategy at the level of particular activities. The main purpose is to point out a complexity of problems of a strategic management, to provide basic information and refer to sources with more thorough interpretation and to present a practical illustration of the whole process. The result of this process might be used as a primary information source for elaborating of company's own strategy.