Analysis of Internal Resources of a Selected Company

The interest of Czech consumers in the field of natural cosmetics has been constantly increasing in the recent years. Many companies thus face many opportunities, but also threats, as a result of which the need to hold and effectively manage its internal resources increases. Therefore, this work is focused on the resource approach of strategic analysis. This work focuses on the company M+H, Míča a Harašta, which has been operating in this area for the longest period. Three objectives are set in this work: a literature review of the resource-based view and finding its possible modifications, finding one or more sources of sustained competitive advantage and a strategy proposal with respect to the intentions of the company. The basic definition of concepts related to strategy, macroenvironment analysis, microenvironment analysis and strategic internal analysis through selected tools are used to fulfill the objectives. These include resources identification, VRIO analysis, financial analysis, Porter's value chain and portfolio analysis through the McKinsey matrix. Two sources of a sustained competitive advantage were identified and a strategy proposal for fulfilling the company's goals was created. The theoretical benefit of this work is the the literature review, the practical benefit is the processed analysis as a foundation for decision-making of the company's management.