In the thesis will analyze the internal and external environment, together with the financial analysis of Laufen CZ, s.r.o between 2006 and 2012. The thesis is divided into a theoretical viewpoint, which will provide the main source of information and describes various methods and instruments for external, internal and financial analysis and the analysis of the current state of society. The conclusion will summarize the results and any proposed solutions of problem areas.

This diploma thesis deals with evaluation of financial situation of the company Antreg, a. s. between the years 2007 and 2012 and formulates suggestions for its improvement. First part of the work explains basic theoretical principles of financial and strategic analysis that will be used to elaborate the practical part. Second part of the work involves analysis of current conditions of selected company. This analysis is the basis for drafting of the third part which contains proposals and recommendations to improve current financial and business situation of the company.

This thesis considers the proposed business plan – establishment of the shooting range, which outlines the present difficult conditions which exist in the society. Thesis is conceived as a project for investor with sufficient funding for implementation. It is derived from a complex analyses of the external and internal factors, changes and estimates of internal performance parameters aligned to the agreed strategic design. The aim is to produce a essential document which sets out a clear statement of the future direction of the business and its desired position including the identification of the resources required to achieve that goal.

This thesis deals with an optimal strategy choice of a company. The issues of products and services, marketing and mainly strategic management with emphasis on optimal strategy choice of a company are described in theoretical part. There are introduced fundamental methods of internal and external strategic analysis. With use of mentioned facts a program for support of strategic management is proposed. This program is aiming to make well structured and quantifiable methods of strategic analysis easier and more clear, based on which it is possible to define and choose an optimal strategy of a company.