Strategic analysis of the company Form Factory s.r.o

This bachelor's thesis focuses on the strategic analysis of Form Factory s.r.o., a leader in the fitness services industry in the Czech Republic. The aim of the thesis is to conduct a comprehensive analysis of the external and internal environments of the company and, based on the findings, propose recommendations for its further development and ensuring competitiveness in the dynamic fitness services market. The methodology employs a range of analytical tools, such as PEST analysis, Porter's Five Forces model, VRIO analysis, and SWOT analysis, which provide a detailed view of the political, economic, social, and technological factors influencing business operations, market competition, and the company's internal resources. The analysis results revealed the company’s strengths, such as high-quality infrastructure and a stable customer base, but also threats, such as strong competition and technological changes. Based on these findings, recommendations were formulated to ensure long-term competitiveness, including investments in innovation, improvements in marketing activities, and strengthening customer relationships. This thesis provides a detailed framework for strategic decision-making that can support the growth and stability of Form Factory s.r.o. in the current highly competitive environment.