This Bachelor thesis aims to develop a strategic analysis of the company Horácké autodružstvo Velké Meziříčí. On the base of this analysis, a recommendation leading to an improvement of the company’s situation should be outlined to the company. The thesis is divided into theoretical and practical sections. The theoretical section discusses the issue of strategy and strategical analysis of the external and internal environment. Furthermore, it discusses the methods and models, which are the base for the evaluation of the company’s situation. In the practical section, these models and analyses are developed into a synthesis of SWOT analysis. The specific analyses carried out in this thesis are PESTLE analysis, Porter's five forces analysis, a...