Add to ORKGThe aim of this bachelor’s thesis is to identify opportunities, threats, strengths and weaknesses of a company UNIVERSE AGENCY spol. s r.o. with the use of strategy analysis, that will serve as a basis for strengthening its position in the market of bicycles and accessories. The bachelor thesis is divided into theoretical and practical part. The theoretical part deals with the tools of strategic analysis, which include PESTLE analysis, basic characteristics of the industry, Porter's five forces analysis, VRIO analysis and financial analysis. At the end of the thesis the SWOT analysis will be performed. In the practical part, theoretical knowledge will be applied to the selected company and will serve to formulate strategic recommendations f...