The work focuses on strategic analysis of ČZ Řetězy, s.r.o. The theoretical part describes methods and techniques of strategic analysis that are then applied in the practical part. Competitive advantage sources are identified and strategic recommendations are proposed.

Abstract Prepainted steel is a new material developed after the year of 1960. It owns mainly advantages accompanied with corrosion resistance, long-life using, beautiful color and shape, easy utilization, and also keep the original strength of the steel. All these characteristics make it appropriate to be used on the wall, roof, and decoration of gym or any big construction and buildings. It can also be seen in the field of vehicles, many electrical appliances, computer shells, etc. Prepainted steel is the downstream product of steel enterprises. It comes manly from Galvanized steel coils, and a little portion of it from cold-rolled steel coils. There are now seven production companies in Taiwan at the annual production of 1.17 million tons. According to statistics, the local consumption of last year is 310,000 tons. It is fortunate that Mainland China has a mass need for it during these years. In 2002, Mainland china imported 1.02 million tons, and in 2003, 1.54 million tons. We need huge export to digest our production. My study case is an medium enterprise with the annual production 300,000 tons of prepainted steel, and without the production line of Galvanized steel with which prepainted steel can be done. This study mainly discusses how an enterprise construct its own competitive advantage and strategy through the outside environment analysis and management ability, then make the best choice of stragtegy which is appropriate to its business model before evaluating the strategy efficiency by theory. The first chapter is about its background and motive of the study, and contents and limits of the study are also included. The second chapter, from the theory basis of documents, try to understand the definition and relative meaning of following issues: vertical integration, strategic alliance, resources leveling and value chains¡Ketc. The third chapter of this study is about the marketing supply and demand situation of prepainted steel local and abroad, and it talks about on what kind of location that prepainted steel enterprise stands. This chapter also goes further introducing these important enterprises in Taiwan which earns prepainted steel, and make an analysis on enterprise environment and five forces analysis. The fourth chapter has an introduction of this study case and its cooperators and opponents. Moreover, a SWOT analysis of this study case is offered. Futher, there has a discussion on its strategy on competitive advantage ¡V strategic alliance, resources leveling,, value chains, vertical integration, business field¡Ketc. And a proof on the basic of the strategy and an evaluation on these strategic efficiency are made. At last, there will be a deep thinking on fast-changing environment and future strategies. We hope the ending can be used for the reference of this enterprise.