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Analysis of external environment of a chosen company
SLÍPKOVÁ, Pavla
The topic of my thesis is ?Analysis of external environment of a chosen company?. In the theoretical part, basic keywords of the given problem are explained and used analyses are described. In the practical part, theoretical knowledge is applied, using analyses of external environment for the chosen company. The analysis of external environment is a crucial component of a strategic analysis, which leads to setting the strategy. Forecasting of trends, understanding to changes in business environment and considering the future development of the company are the biggest advantages of the analyses. Application of the PEST analysis and of the Porter?s model of competitive environment and consecutive evaluation of the position of the company on the market are the aims of the thesis. To solve the problem, summary of results and suggestion of measures, taken to reach prosperity of the company and to create a competitive advantage on the market, are used. Two preconditions necessary for the further development of the company were found after summarizing and synthetizing all results of the executed analyses: ? need of investments into scientific and technical development, ? substantial strengthening of marketing activities. The main recommendation made to the company included orientation to the differentiating strategy that could differentiate the company from strong competition and could help to strengthen its market position.
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