Add to ORKGThe topic of this thesis is a strategic analysis of the company Autocentrum Novotný, that provides authorised sale and service of cars Renault, Dacia and Mitsubishi. The thesis is divided into theoretical part, in which the basic terms and methods of analysis are characterized, and practical part in which the theoretical knowledge is used in practice. The macro and micro environment, the internal resources and capabilities of the company are analyzed. Final summary is done by the SWOT analysis, through which the strategic recommendations were designed