The thesis deals with the strategic analysis of the company. The aim of this thesis is to analyze the environment of the company and to reveal trends in the industry. By using the methods of strategic analysis, external and internal factors affecting the business operation of enterprise are identified. Based on the results of the implemented methods, the strategic recommendations and parameters of the new product are proposed. The thesis is divided into the theoretical and application part. The theoretical part deals with strategic management, selected methods of strategic analysis including the strategy of the blue ocean. In the application section, the theoretical knowledge is used. PEST analyzes and industry analyzes were used to analyze the external environment. The internal environment of the company was analyzed by using of internal resources and financial analysis. A questionnaire survey was conducted to reveal customer preferences. An image of the strategy against the competition was drawn by using the value curve. The synthesis of the application part is SWOT analysis. In the end, the vision of a new product is created and strategic recommendations are proposed. The outputs of the analyzes and the information found are useful for the decision making of the publishing management.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:359497 |
| Date | January 2017 |
| Creators | Plášilová, Pavla |
| Contributors | Dvořák, Jiří, Fiala, Roman |
| Publisher | Vysoká škola ekonomická v Praze |
| 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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