Strategic Analysis of an Enterprise

The goal of this diploma thesis is to assess current strategy of the analysed enterprise, propose its adjustment with respect to the strategy of the parent enterprise and to propose recommendations to improve its current situation and future development. To accomplish the goal, strengths, weaknesses, opportunities and threats of analysed enterprise were identified. For this purpose, the thesis uses analytical methods of strategic analysis, namely analysis of external, internal and competitive business environment. The thesis is indirectly divided into theoretical, methodological, and practical parts. The theoretical part describes basic concepts and theoretical basis of selected analyses that are applied in the practical part to the chosen enterprise. Methodically the thesis builds on qualitative and quantitative research.