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Threats and Opportunities for the selected company
VARGOVÁ, Vendula
The main aim of the thesis was to uncover opportunities and to identify threats for the selected company and offer the firm use of the information obtained. In the theoretical part of the thesis I used the information to perform a situational analysis and further analysis of the methods of marketing environment and SWOT analysis. To determine the opportunities and threats in the practical part of my thesis, I chose Československá obchodní banka, a. s. , which operates as a universal bank in the Czech Republic. SWOT analysis was used for these purposes. Before performing a SWOT analysis it was necessary to first develop an analysis of the marketing environment of the company. I used STEP analysis to analyse the company's macro environment. The bank's microenvironment was evaluated using Porter's five forces model analysis, and to analyse the company I made financial analysis of selected economic data and financial ratios from the annual reports for the period 2010 up to 2014. The SWOT analysis that was performed uncovered the following opportunities: population growth, an increasing number of households with a personal computer and Internet connection, smart banking development and interconnection of distribution networks. The most significant threat to the bank is growth in rivalry among competitors, increased bargaining power of customers, threat in the form of substitutes, the end of the contract with Česká pošta and the planned transfer of Česká pošta to a franchise. To achieve the objectives of the work, I suggested to the bank the following recommendations: specialized products for children and young adults with public campaign events, as well as alternative distribution channels, virtual Video Banker and virtual branches, competition and poll applications on social networks, Smart banking development, interconnection of distribution networks and merging brands. In terms of threats I recommend reducing the fees for account maintenance, increase the interest rate on accounts, create questionnaires regarding clients who close their account, higher commissions on sales and investments for Česká pošta, and last but not least, benefits and training for employees of Česká pošta.
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