Podnik a jeho schopnost prosadit se v celosvětové konkurenci

The ability of Kofola ČeskoSlovensko a.s. to succeed in global competition is evaluated in this thesis. Emphasis is put on strategic analysis which also includes financial analysis and is made mainly for the main company’s subsidiary Kofola a.s. operating in the Czech market. The main activity of the company - production and sale of non-alcoholic beverages - was chosen for the research, but other products and brands owned by the company are also analyzed where needed. The thesis is divided into three parts. The first two are theoretical, here the necessary concepts are explained and the following analyses are justified: PESTLE, Brand Image analysis, Porter's five forces model, VRIO, competitive group map, financial analysis, McKinsey matrix and SWOT. The theory is followed by the practical part, where tools are applied to the data of the surveyed company. In the conclusion the company's strategy is evaluated together with its ability to put the plans into practice within a predetermined deadline. Furthermore, some strategies that would be beneficial for the company from the point of view of the author of the thesis are suggested as a part of the conclusion.