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Strategická analýza a nehmotná aktiva společnosti ČEZ, a.s.
Žižka, Michal
This diploma thesis called Strategic Analysis and Intangible Assets of ČEZ a.s. processes a strategic analysis of a selected company focusing on intangible assets through a strategic planning cycle. In its theoretical part it describes individual partial methods of the first two stages of the strategic planning cycle, analytical and strategic. It is an external and internal analysis of the company using PEST analysis, 4C method, industry analysis, Porter's five forces model, financial analysis and especially analysis of intangible assets. The evaluation is carried out by a synthesis of obtained information by means of SWOT analysis, which is the base for the strategy formulation. The practical part includes the application of strategic planning of cycle methods to the environment and ČEZ, a.s., the evaluation of analysis results, their synthesis and formulation of appropriate company strategy.
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