Add to ORKGThe thesis is focused on strategic planning and management system Balanced Scorecard and its application in spa Léčebné Lázně Bohdaneč. In theoretical part is introduced the theoretical basis for application of this method including the basics for strategic analysis. The practical part is devoted to strategic analysis at the beginning. SWOT analysis identifies the strengths and weaknesses of the company and potential opportunities and threats. Thereafter the strategy of the company is defined, follows determination of strategic goals in four perspectives (financial, customer, internal and innovation and learning perspective), choice of key performance indicators and strategic actions. In the final of the thesis is created strategic map, tha...