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Strategic analysis of Hájek a Boušová Ltd.
Racovscaia, Iulia ; Boukal, Petr (advisor) ; Heřman, Jan (referee)
The purpose of this bachelor thesis is to carry out strategic analysis in order to evaluate the strategic position of Hájek a Boušová Ltd. (Ovocný Světozor) on Czech market and to formulate recommendations for its future development. At the beginning of the thesis, the author explains the concept of strategic analysis. Then focus is placed on the most well-known analyses of the company's external and internal environment. First, there will be implemented the analysis of the enterprise's macroeconomic environment, representing an environment that the firm can hardly influence, for example, legislative, economic, social or technological areas. Then an microeconomic analysis will be implemented. The last analyzed area will be the internal environment of the firm, which consists of classification of sources, VRIO analysis, financial analysis, portfolio analysis. Based on these analyses, it would be possible to identify strengths and weaknesses of the organization and its potential opportunities and threats. The benefit of this bachelor thesis will be the evaluation of the factors influencing development of the company Ovocný Světozor and the identification of its strengths and weaknesses.

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