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Analysis of the External Environment of the Selected Company
 NOVÁKOVÁ, Tereza
This bachelor thesis is focused on the analysis of the external environment of the company Jednota, consumer cooperative České Budějovice. The main objective was to use the analysis of the external environment to evaluate the current situation of the company and based on the results of the individual methods to propose an appropriate strategy that would help to improve the company's position in the market. PESTE analysis, Scenario Analysis and Porter's Five Forces Model were selected from the external environment analyses. In order to get a more holistic view of the overall situation of the company, a partial SWOT analysis focusing only on opportunities and threats was developed. Subsequently, in order to narrow the focus of this thesis, two analyses were developed focusing on the customers of the enterprise. These were developed to better understand customer needs, specifically the Market Segmentation and the Key Customer Empathy Map. The necessary background information to conduct the analyses was obtained from the internet or provided by the company's management. Finally, key strategic areas were proposed. These areas are based on the results of the external environment assessment methods carried out.
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