Theoretical part of the thesis focuses on explanation of basic terms in the field of strategic management of companies and on the overview of instruments used for strategic analysis of a company. In the practical part i have attempted to make a detailed analysis of the production of buttons in Knoflíkářský průmysl Žirovnice, using PEST analysis and Porter's Five forces model. The aim was to make a decision, based on the analyses, wheter or not to continue producing buttons in the company.

The aim of this diploma thesis is to carry out external and internal analysis of the firm according to selected analytic methods mentioned below. The fractional aim of this thesis is to find out what the preferences of customers are like in present times, when, in order with the needs of the firm, and concurrently with respect to the main aim of this diploma thesis, the research question was defined. On the basis of results of the questionnaire survey, I am able to answer this question. The diploma thesis is divided into two parts, theoretical-methodological part and application part. The theoretical-methodological part is dedicated to the basic concepts of strategic management, and it also represents characteristics of selected methods of strategic analysis and questionnaire survey. In the application part, there are applied theoretical findings, and there is also represented the analysis of external and internal surrounding of the firm. From the analyzes of external surrounding, there were used PEST, the method 4C, analysis of the sector and competitive environment, questionnaire survey and value curve. In order to research the internal environment of the firm, there was used the analysis of internal sources. Results of particular analyzes were summarized in the SWOT analysis, which serves as a background for particular strategic recommendations of the firm. On the basis of the results of the questionnaire survey and value curve, there was established recommendation what direction the optics should take, and how the company should improve the sales of products and services. Other applied methods were the interview and the analysis of documents. Further off, there were applied mathematic-statistic methods, most of all absolute and relative frequency, cross analyzes, median. All collected information and results of the survey were used for processing of the theme of this diploma thesis. I do not have many comments after evaluation of results of the survey and SWOT analysis. But I would still suggest several minor adjustments or changes. Particular recommendation and suggestion of possible changes may contribute to the successful achievement of targets established by the firm, so it would be possible to keep steady clientele, which could be eventually extended. Outputs of the analysis and final recommendation are fully applicable during decision-making carried by the optics management.

In this Diploma Thesis I am trying to formulate the competitive strategy which was missing in the company up to now and which could help to compete more effectively and so strengthen its market position.

Analysis of the selected company was made on firm which provides SPA treatment. Results of analysis of external enviroment are negative influence of political and economic factors. Most positive impact have technological factors. Best results of the financial analysis reached indicators of liquidity, debt and indicators of bankruptcy models. Low return of assets and turnover time of claim are deficiencies. Current position of company is very good in terms of financial stability.

The subject of this diploma thesis is to analyse the Dolkam Šuja Company, a.s. Through the selected methods, described in the first part, the company’s current situation is evaluated and on its basis the measures for improving the current state of the company are proposed.

The Diploma Thesis deals with process indentification of chosen company, proposing solutions for its improvement. The thesis is divided into three parts. The first one describes terms and methods of strategic management, predictioning and economic evaluation. Second part delas with comapny's environment and internal structure, using analytical tools for identifying key factors. The third part of the Thesis is synthesizing, it defines specific solutions and process economic evaluation.

The purpose of thesis is to formulate, based on an analysis of the activities taken by the operations and strategic management, measures to improve strategic-operational collaboration and raise the quality of strategic decision making in a selected business company. To accomplish the set objective, internal and external environments in which the company competes have been identified using PESTL analysis, Porter five forces analysis, Value Chain Analysis and Financial Analysis. Based on these analyses, the strengths and weaknesses, important opportunities and threats within the company have been determined. SWOT analysis and Fuller's Triangle Method have been applied to assess the internal capabilities, limitations and chances of the organization in the business environment. The completed analyses have been assessed and used to create proposals and recommendations for developing strategic decision making in the investigated company.

The subject of this thesis is the evaluation of competitive position of the selected company. The strategic methods important for analysis of internal and external environment of the firm have been used to determine the position. Specifically these methods: competition analysis, Porter?s five forces model and SWOT analysis. Customer satisfaction analysis was also used. A few methods of financial analysis were applied to determine the financial health of the company. At the end of this thesis is an evaluation of the current market position and appropriate suggestions that would help to improve the competitive position.

This thesis addresses the implementation of marketing audit in selected companies. For the analysis of the selected engineering company ENGEL Strojirenska ltd. based in the South Bohemian Kaplice. The thesis is divided into an introduction and objectives, literature review, characteristics, implementing marketing audit itself, solution design changes, conclusion and list of references. The literature review is characterized by marketing, micro and macro environments, PEST analysis, Porter's five forces model, competitor analysis and marketing audit. The next part is a characteristic of the chosen company and the bulk of the work is devoted to the implementation of the marketing audit itself. There is an audit of the marketing environment, marketing audit strategies, audit marketing organization, marketing systems audit, audit marketing audit productivity and marketing activities.The necessary information is collected through structured interviews with company management. Based on the findings that emerged from the marketing audit is given a proposal for changes to improve the current situation in the company.

The thesis deals with meaning analysis of a market environment as a part of preparation to establish a new company. An academic part goes into enterprise, business plan and its stucture, characterization of limited company and also analyses external and internal environment. Practical part of thesis goes into actual analysis of a market environment, which refers to established company. The business plan for EM WORKS Ltd is also created. This company provides electro installation services. The final part of thesis includes strengths, weaknesses, opportunities and threats of established company gained through SWOT analysis.