The competitive enviroment of a selected company

Sandra Mateková

Bakalářská práce

Abstract:

This bachelor thesis is concerned with the analysis of the competitiveness of a selectedcompany called Fitness Wellness.The thesis is expected to benefit mainly small businesses in a similar field and can serve asa potential guide to increase the quality of products/services/management of the company.The first part, the literary retrieval part, clarifies the basic terms connected with thecompetitiveness of the company and the surrounding competitive environment.The second, practical part of the thesis is concerned with the analysis of data provided bythe selected company Fitness Wellness. The current situation of the company wasdetermined through financial analysis, BCG matrix (Growth share matrix), PESTLEanalysis, Porter’s five forces model and SWOT analysis.The company was thoroughly analysed and major weaknesses were identified in the areasof marketing, planning and the use of modern technologies, for which were proposedsuggestions and recommendations at the end of the work. The recommendations providedshould improve the competitiveness of the company in its market sector.

Keywords

Competitiveness, competitive environment, competitive strategy, Growth share matrix, SWOT, Porter’s five forces, PESTLE, competitors

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 14. 3. 2018

Obhajoba závěrečné práce

• Vedoucí: Ing. Jiří Mach, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics and Management / Economics and Management