Business diplomacy of Plzeňský Prazdroj

This bachelor thesis focuses on the concept of business diplomacy as a tool for multinational corporations, with a specific focus on the Plzeňský Prazdroj. The aim of the bachelor thesis is to evaluate the current state of business diplomacy of Plzeňský Prazdroj, evaluate its importance for Plzeňský Prazdroj and identify its strengths, weaknesses, opportunities and threats in terms of business diplomacy through SWOT analysis. The thesis is divided into three main chapters. The first chapter deals with the theoretical definition of business diplomacy and describes multinational corporations and SWOT analysis as a tool for evaluating business diplomacy. The second chapter focuses on business diplomacy actors and stakeholders within Plzeňský Prazdroj. It also presents the current corporate strategy and specific activities of the corporation within business diplomacy. The third chapter focuses on the application of SWOT analysis and evaluates the business diplomacy of Plzeňský Prazdroj. The results of the analysis show that the corporation is aware of the importance of business diplomacy, builds mutually beneficial relationships and uses the tools of business diplomacy to promote its interests. The SWOT analysis of Plzeňský Prazdroj in terms of business diplomacy shows that Plzeňský Prazdroj has strong foundations and capabilities that enable it to conduct business diplomacy to seize opportunities and face challenges in the global market.