The aim of the diploma thesis is to analyze the current developments in the enterprise, consider the future business at a medium-size, to determine the potential market and propose the optimal marketing policy of the company. The main objective is to draft recommendations to expand business and increase the competitiveness of the transformed company. The work is to monitor the development of enterprise in terms of finance, purchasing, production, storage, distribution, human resource management and marketing. It is also analyzed the internal environment, which includes financial analysis and an analysis of resources and competencies. Analysis of the external environment involves an analysis of competition, analysis of the attractiveness and STEP analysis. SWOT analysis summarizes the enterprise internal factors (strengths and weaknesses) and external environmental factors (opportunities and threats) analysis of the two. The analysis and evaluation is used of the data from the years 2004 to 2008. The result of this dissertation is the finding that the company is able to transform the medium-sized enterprise within two years, which take 10 - 12 employees. However, it should be to reduce the indebtedness of the company and is currently disinvest. To increase the competitiveness and the increase in sales on the market introduces a new product and using the Czech Trade Agency reach new foreign markets.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:49560 |
| Date | January 2009 |
| Creators | LIŠKOVÁ, Eva |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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