The aim of this bachelor's work is to conduct a strategic analysis of the selected company and formulate strategic recommendations on its basis. This work is divided into two parts, theoretical part and practical part. The first part explains the terminology needed and describes the methods and tools used for strategic analysis. In the second part, this knowledge is employed and the methods are applied to the specific case of the selected company. A SWOT analysis was used to assess the firm's cu... show full abstractThe aim of this bachelor's work is to conduct a strategic analysis of the selected company and formulate strategic recommendations on its basis. This work is divided into two parts, theoretical part and practical part. The first part explains the terminology needed and describes the methods and tools used for strategic analysis. In the second part, this knowledge is employed and the methods are applied to the specific case of the selected company. A SWOT analysis was used to assess the firm's current position, strengths and weaknesses, opportunities and threats, in order to assess the overall situation of the company based on the partial analyses. For a detailed assessment of the company's external surroundings and internal environment following methods were used: PEST analysis, competition analysis, Porter's five-force model, VRIO analysis of the enterprise's resources and financial analysis. Based on the summary in the SWOT analysis, strategic recommendations were formulated and possible ways of responding to selected macroeconomic factors were outlined using the scenario method. The carried out analysis could help the company evaluate the current strategy and improve it. |