Add to ORKGThe goal of the thesis is a strategic analysis of RUDOLF JELÍNEK a.s. The first part describes theoretical approaches, terms and processes of strategic analysis. The second part contein application of theoretical knowledges on the specific case RUDOLF JELÍNEK a.s. It includes external analysis by identification of threats and opportunities that exist in the environment of company and internal analysis of strengths and weaknesses by identification of internal resources and skills. Like a synthesis of this information is used SWOT analysis. End of thesis gives possible strategic recommendations based on the results of the strategic analysis