STRATEGIC ANALYSIS of UNION COSMETIC Ltd

This bachelor thesis deals with a strategic analysis of the Czech manufacturing company. The thesis presents a range of methods and techniques analyzing business environment and helps to understand the causes and effects which the company faces. The methodological part serves to introduce basic concepts, a summary of current findings and their relevant choice for outlining the problem. After application of theoretical methods we find out the strengths and weaknesses of the company and how they can be used by the company in the struggle with competition and other negative influences. The goal of this work is to propose an appropriate business strategy for the future taking into account the current situation.