Add to ORKGThe aim of this Bachelor´s Thesis is to analyse the current position of a company Kofola a.s. on the market and formulate recommendations for the management of the company, which will help to return sales to pre-Covid-19 pandemic levels and their subsequent growth. This work is divided into theoretical and practical parts. The theoretical part elaborates the main tools and methods of strategic analysis applied for the analysis of the external environment, internal environment, and internal resources of the company. In the practical part, the company is introduced, and these tools and methods are applied to the surroundings of Kofola a.s. The external environment was first analysed by using PESTEL analysis. Porter's Five Forces Model, compet...