Strategická analýza společnosti Lion Communication, s.r.o

The aim of this bachelor’s thesis is to conduct a strategic analysis of Lion Communications s.r.o. and, based on the findings, propose strategic recommendations that could contribute to achieving the company’s vision of becoming the leading company in the Czech market of marketing and communication services. The thesis is divided into theoretical and practical parts. The theoretical part defines the basic concepts of strategic management and describes the methods used in strategic analysis. The practical part applies these methods to the selected company. First, the external environment is analysed using PESTLE analysis, industry analysis and Porter’s Five Forces model. Subsequently, the company’s internal resources and capabilities are analysed through resource classification, VRIO analysis and financial analysis. The findings are synthesized using SWOT analysis, on the basis of which strategic recommendations are formulated. These recommendations focus mainly on changing the approach to cash pooling, using artificial intelligence, strengthening sustainability in advertising through A.L.I.C.E software, responding to changes in the market environment and developing recruitment strategies in the context of competitor restructuring.