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Blue ocean strategy
KALČÍKOVÁ, Martina
The main objective of this bachelor thesis was to evaluate the current position of the selected XY company based on the blue ocean strategy methodology and to propose recommendations for the future strategy. XY's current situation was evaluated using financial analysis of the company, Business model, competitive environment analysis (Porter's five-force model), analysis of the company's external surroundings (PESTE analysis), customer benefit maps and analysis of customer preferences, the results of which were graphically illustrated using value curves. Furthermore, a SWOT analysis was conducted that identified strengths and weaknesses, opportunities and threats. Using strengths and opportunities, alternatives were generated for XY's future strategy and were subsequently evaluated using the WSA method. Based on the chosen alternative, a new Business model has been created that describes the benefits and limitations for XY. At the end of the work, the proposals for the future strategy are described based on the chosen alternative using the grid.
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