Strategic analysis of the company ZARA ČESKÁ REPUBLIKA s.r.o.

The aim of this bachelor thesis is to elaborate the strategic analysis of the company ZARA ČESKÁ REPUBLIKA s.r.o. and after that suggest strategic recommendations for further development of the company. The thesis is divided into theoretical and application part. The basic terminology and selected tools of strategic analysis are described in the theoretical part of the thesis. These methods are used in the practical part of the thesis. The practical part contains introduction of the company, the macroenvironment analysis, microenvironment analysis and the analysis of the companys internal recourses. PESTEL analysis and Porters five forces model are used to external analysis of the company. Strategic analysis of internal environment is used to analyse internal resources of the company. The strengths, weaknesses, opportunities and threats are summarized into SWOT analysis at the end of the thesis. Based on discovered results of strategic analysis are given strategic recommendations