Strategic analysis of Doosan Bobcat EMEA s.r.o. in the context of the Czech Republic

The aim of this thesis was to identify, analyse and evaluate the factors affecting the company from the surrounding environment and from within the company through appropriate methods, the conclusions of which were used to make recommendations for improvement or recommendations to ensure the long-term sustainability of the company's current development in one of the most important European markets for the company, which is the Czech market. The external environment was examined through PESTLE analysis, the five forces framework, and other methods. Internal influences were analysed using the VRIO method, financial analysis ratios or the chosen portfolio analysis method. SWOT analysis was used to create a synthesis. Data were drawn from company sources, financial statements of the company under study and competitors, or from sources relevant for determining factors acting from outside, which were, for example, the CNB, CZSO and others. In addition to the above-mentioned factors, the company's environment is now also influenced by the development of certain technologies, high bargaining power of suppliers, environmental pressures, or inflation rates. The company's strengths are mainly in the areas of know-how, patented technologies, brand strength and competitiveness of most product lines. On the other hand, its weaknesses lie in certain aspects of the company's financial management, in the guarantees provided for its machines or in the breadth of its portfolio of compact wheel loaders. The strategic recommendations drawn from the conclusions and synthesis of the individual analyses point in particular to the opportunities in the promotion of alternative powertrains or the strengths of the machines on offer, the need to establish good relations with suppliers and to reduce the trade deficit, as well as the gradual increase in the price of machines in line with economic and sectoral developments.