Stanoveni konkurencni strategie firmy.

The process leading to a correct setting of a competitive strategy is described. Individual steps are applied to the BENAR, a.s company that needs to set the direction of running their business after a long time of the absence of any strategic planning. At first steps and procedures leading to setting a good and functioning competitive strategy are discussed in detail. Some methods of marketing portfolio evaluation are given. The BCG and GE models are mentioned, the process of composing matrices of them is described and advantages and disadvantages of both models are evaluated. Further the assumption for the analysis of internal and external environment are given, i.e. the S.W.O.T. analysis is mentioned and also the way of constructing its matrix and the conclusions to which it can lead. A description of basic competitive strategies and a description of conditions under which the strategy can be used are given. The history and the present time of the company are mentioned. The next part deals with the theory application to the concrete company. The first step is the analysis of external and internal environments of the company. Two strategic models were created (S.W.O. T. matrix and GE model) and strategic measures drawing on these models were formulated. The last chapter contains a proposal of strategic measures that draw on the analysis of internal and external environments of the company and on the models mentioned before. From all the results the best and the most suitable competitive strategy for the company has been chosen. It is then compared with the strategy that the company has already been using.Available from STL Prague, CZ / NTK - National Technical LibrarySIGLECZCzech Republi