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The firm strategy project of the company Gentech, s. r. o.
Pulkrabová, Magdalena ; Šlechtová, Jitka (advisor) ; Švecová, Lenka (referee)
The aim of this thesis is (i) the introduction of the small company Gentech, s. r. o., which operates in building industry, (ii) the assessment of its current activities, (iii) the internal analysis of the firm, (iv) the analysis of the firm's industry and (v) the external macroenvironment (PEST) analysis. The internal analysis identified the firm's strengths and weaknesses and the external analysis revealed opportunities and threats. A profile of the strengths, weaknesses, opportunities, and threats were generated by means of a SWOT analysis. An industry analysis was performed using a framework developer by M. E. Porter known as Porter's five forces. On the bases of the information from the environmental scan, they were outlined possibility options for the firm strategy which should be necessary for this small company to survive and prosper.
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