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Competitive advantage
Marešová, Anežka ; Tichá, Ivana (advisor) ; Jiří , Jiří (referee)
The thesis deals with the competitiv eadvantage of the company PROGRAMM s.r.o. The theoretical part containsthe basic terms such as competitive advantage, competitiveness, strategy and more. Furthermore, itcontainscompetitor analysis, situation alanalysis, analysis of internal and external environment, marketing mix and SWOT analysis.
The practical part contains the situation alanalysis of the company PROGRAMM s.r.o. including analysis of the internal environment, marketing mix of the company and the analysis of external environment. Furthermore, the marketing research and analysis of the biggest competitor, the company KVADOS, a.s. has been done. Theresults are summed up with a SWOT analysis and the competitive advantages of the company PROGRAMM s.r.o. are defined. The weaknesses of the company are defined and possiblesolutions are suggestedprimarilyfocused on marketing in order to gainanotheradvantages and benefit from them.
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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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The organisation and process management in the tourism company
POLÁKOVÁ, Lucie
The aim of the thesis is the evaluation of the organisation and process management of services in chosen company aimed for the tourism and suggestion of relevant changes of these services in favour of improvement of the prosperity and continuity of the business. Chosen company has been analysed between 2007 and 2008. The company has been analysed globally, in term of corporation finance, in term of marketing and engineering management and in term of external and internal environment of the company. Recommendations have been based on this analyses. These recommendations would improve method of operation of this company in term of long term objectives.
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