Strategy for company GOBI CASHMERE – Narangoo Nyamdavaa

Abstract:

This bachelor thesis focuses on the strategic analysis of the Corporation Gobi Cashmere and the main objective is to propose a suitable strategy to strengthen the competitiveness in the business field. The thesis is divided into two parts, which consists of a theoretical and practical part. In the theoretical part of the thesis are described the basic terminology and selected tools of strategic analysis obtained from literature reviews; moreover, these methods are used in the practical part of the thesis. The practical part includes an introduction of the company and the External factors obtained on the basis of PESTE analysis; also, the Porter's Five Forces model and the Internal factors are obtained on the basis of 5 keys resource analysis such as company's internal resources, which are marketing, human resources, production/ technology, finance, and accounting and general organizational management and competitor’s analyses by a questionnaire survey for customer and employees. In conclusion of the thesis are summarized the strengths, weaknesses, opportunities, and threats obtained from SWOT analysis and the assessment of factors influencing competitor‘s analysis will be carried out by a questionnaire survey; subsequently, based on the results of this complete analysis will be provided the appropriate proposal of the strategy. …víceméně