Development Opportunities for a Company in a Stagnating Industry

This bachelor’s thesis focuses on the opportunities for developing a company operating in the stagnating printing industry in Slovakia, with the primary objective of proposing and recommending specific strategies to ensure its survival and growth in the competitive environment of print and publishing. The theoretical part clarifies key concepts and frameworks in strategic management, the specifics of small and medium-sized enterprises, characteristics of declining industries, and introduces the strategic analysis tools subsequently applied in the empirical section. In the empirical part, the selected company was evaluated through an analysis of its external environment (PESTEL analysis, Porter’s Five Forces model, competitive analysis) as well as its internal environment (VRIO analysis, financial analysis, portfolio analysis). These insights were then synthesized using a SWOT analysis and risk assessment, forming the basis for the development of specific strategic recommendations. The outcome of the thesis is a set of proposals aimed at enhancing competitiveness, adapting to technological changes, diversifying the product portfolio, and more efficient utilization of internal resources.