Strategic analysis of a ski resort

The goal of this Master’s Thesis is to conduct a strategic analysis of company Sportovní areál Ještěd, a.s. The analysis consists of the external analysis assessing macro-environment using the PESTEL framework, as well as investigating micro-environment with the Porter’s five forces. The internal analysis contains an evaluation of company’s resources, financial analysis and identification of competitive advantage through the VRIO model. Finally, the identified strengths, weaknesses, opportunities and threats are summarized through the SWOT framework to provide grounds for a strategic recommendation. The thesis is divided into a theoretical part, where the concepts and tools are described, and a practical part, where they are applied to the specific company. It was found that Sportovní areál Ještěd, a.s. owns a competitive advantage in its favourable location, which attracts interest from a strong investor. The company suffers from financial problems and underdeveloped offering, and partnering with the investor is the best way to a prosperous performance in the future.