The Strategic analysis of the firm Alpa, a. s. and it´s surroundings

This bacholor’s thesis delivers a strategic analysis of the company Alpa, a.s., a midsized organization focused on manufacturing and wholesale of cosmetic products, predominantly under the brand Alpa, but also further under brands such as Batole and Aviril (baby care cosmetics), Amica (skin care cosmetics), Pedik (feet care), Luna (hair care) and Alpa-dent dental care. This paper identifies the key forces shaping the industry (existing competition, retail and distribution chains) and the key external influences and trends (the continual increasing importance of environmental sustainability, as well as increasing interest of consumers therein). Further this thesis provides the analysis of opportunities for improvement in the financial management (the capital structure targeting and more active management of working capital) and the strength of the company formed by the broadly known and traditional marketing brand. In the final synthesis this paper provides a list of recommendations for improvements (predominantly in the areas of marketing, environmental sustainability, and financial management) so that this company with a long tradition could prosper in years to come. This paper leverages publicly available sources and databases.