The thesis is divided into theoretical, methodological and practical part. The theoretical part deals with the development of management considering HR aspects, the development of the concept of HR work with detail on the models of human resource management and the importance of human resources. In the methodological part, the methods of research are presented. The research itself, its results and subsequent recommendations for HR professionals are described in the practical part of the thesis. First, the key challenges in human resource management are identified and characterized. These challenges are subjected to qualitative and quantitative researches and then the results are compared to Europe-wide survey by The Boston Consulting Group. The final chapter gives practical recommendations to HR professionals and executive managers how to work with the most key HR challenges so that HR professionals are treated as the business partners and the future competitiveness of a company in the market is ensured.

This thesis analyses the effects of relative market share and the rate of market growth on the strategic characteristics and financial performance of selected companies quoted on the Johannesburg Stock Exchange over the period 1977 to 198. It is well established that business performance is partially contingent upon relative market share position and the rate of market growth. Together these variables comprise the basis of the Boston Consulting Group approach to portfolio analysis in the form of the Boston Consulting Group Growth/Share Matrix. A methodology was designed to test the validity of this matrix in measuring and predicting corporate behaviour at the business level in South Africa. Selected companies were placed into the matrix and analysed in terms of their strategic attributes (represented by selected financial ratios) and their level of performance (represented by a wide range of financial performance measures). The research findings show that relative market share and the rate of market growth have a significant impact on the strategic attributes and financial performance of South African businesses. Also, certain attributes are closely associated with particular types of performance. Therefore, given a specific performance target, management should ultimately be able to isolate and monitor the relevant strategic attributes in ensuring that the target is achieved. The analysis of contingent models of strategy is still in its infancy, but this study indicates that the field is possessed of great potential.

The subject of this thesis is to propose suitable business strategies that will lead to strengthening of the company's current situation and increase of sales. The thesis is divided into theoretical and practical part. The first part theoretically describes methods and procedures used in the practical part. The second part analyses external and internal environment of the chosen company and from the obtained results SWOT analysis and BCG portfolio matrix are created. Subsequently, new strategy is created separately for different individual strategic business units. In the end, chosen strategies are developed into four parts with regards to marketing, finance, R&D and product portfolio.