Impact of the Analysis of the Microenvironment: an example of distillery in the Czech Republic

This paper deals with an analysis of the industry and competitors and with their importance in determining a competitive position of a company. For the analysis of the industry, its basic characteristics, structure, and life cycle are important factors. The paper presents the basic characteristics of the industry which are important for the production of fruit spirits. This paper includes the Porter's five forces analysis of the industry. The conclusion provides formulation of key factors for achieving success. Keywords: key success factors, industry analysis, micro-environment