Predkladaná diplomová práca sa zaoberá kritickou analýzou súčasnej situácie firmy Gorenje Slovakia, ktorá na slovenskom trhu predáva domáce spotrebiče. Analýza externého prostredia odhaľuje možné príležitosti a hrozby na trhu. Na druhej strane, analýza interného prostredia prisieva k určeniu si silných a slabých stránok, a taktiež finančného zdravia spoločnosti. Výsledky analýz sú zosumarizované v SWOT analýze. V poslednom rade sú navrhnuté odporúčania a návrhy pre zlepšenie súčasnej situácie spoločnosti.

The subject of the thesis is to create a business plan for establishment an advertising agency. The theoretical part follows the analytical part, which contains important information and analysis. In the practical part is created a timetable, a business plan and evaluated the risks.

This diploma thesis mainly focuses on the assessment/evaluation of external and internal surroundings/environment of a specific company between years 2012 and 2016. The first part of these defines theoretical constructs that are then applied in the practical part of the thesis. The external environment was analyzed using PESTLE analysis method and the Porter's Five Forces model. The financial analysis from 2012-2016 was used for the analysis of the internal surroundings. Based on the overall assessment/evaluation of the company surroundings/environment the author applies SWOT analysis and proposes several steps for the improvement.