BRNO UNIVERSITY OF TECHNOLOGY VYSOKÉ UČENÍ TECHNICKÉ V BRNĚ FACULTY OF BUSINESS AND MANAGEMENT FAKULTA PODNIKATELSKÁ INSTITUTE OF ECONOMICS ÚSTAV EKONOMIKY ANALYSIS OF THE SELECTED COMPANY BY USING THE SELECTIVE METHODS ANALÝZA VYBRANÉHO PODNIKATELSKÉHO SUBJEKTU POMOCÍ VYBRANÝCH METOD MASTER'S THESIS DIPLOMOVÁ PRÁCE AUTHOR Bc. Denisa Faltusová AUTOR PRÁCE SUPERVISOR Ing. Helena Hanušová, CSc. VEDOUCÍ PRÁCE BRNO 2017 Abstrakt Diplomová práce analyzuje strategickou pozici společnosti ŠKODA AUTO na automobilovém trhu. Ke kritickému zkoumání trhu byly použity analýzy SLEPTE, Porterův model pěti sil a také McKinseyho model 7s, SWOT analýza a Králíčkův rychlý test. Veškeré zjištěné poznatky na tomto specifickém trhu jsou shrnuty v závěru a s ohledem na současnou situaci jsou navržena opatření pro budoucí růst společnosti. Abstract Master´s thesis analyses strategy position for ŠKODA AUTO at the automobile market. For critical examination of the market there were used SLEPTE analysis, Porter´s five forces model and also McKinsey 7s Model, SWOT analysis a Kralicek Quick test. All of those findings of specific market are summarized up in conclusion and with a closer look on the current situation, there were proposed measures for the future growth of the company. Klíčová slova SLEPTE analýza, Porterův model pěti sil, McKinseyho model 7s, Kraličkův rychlý test, SWOT analýza, analýza trhu, ŠKODA AUTO Key words SLEPTE analysis, Porter’s five forces model, McKinsey 7s Model, Kralicek Quick test, SWOT analysis, market analysis, ŠKODA AUTO Citace FALTUSOVÁ, D. Analýza vybraného podnikatelského subjektu pomocí vybraných metod. Brno: Vysoké učení technické v Brně, Fakulta podnikatelská, 2017. 114 s. Vedoucí diplomové práce Ing. Helena Hanušová, CSc.. Citation FALTUSOVÁ, D. Analysis of selected business entity using selected methods. Brno: Brno University od Technology, Faculty of Business and Management, 2017. 114 p. Supervisor of the master´s thesis Ing. Helena Hanušová, CSc.. Čestné prohlášení Prohlašuji, že předložená diplomová práce je původní a zpracovala jsem ji samostatně. Prohlašuji, že citace použitých pramenů je úplná, že jsem ve své práci neporušila autorská práva (ve smyslu Zákona č. 121/2000 Sb., o právu autorském a o právech souvisejících s právem autorským). V Brně, dne …………….. ……………………………… Affirmation I hereby declare that I have written this diploma thesis on my own and content of this paper is genuine. I hereby declare that I have stated complete listing of used documents used while writing this thesis and I have not infringed any intellectual property rights (within the meaning of the Act number 121/2000 Sb., on copyright and rights concerning matters related to copyright). Brno, …………….. ……………………………… Poděkování Nejdříve bych se ráda poděkovala svému vedoucímu diplomové práce paní Ing. Heleně Hanušové, CSc. za její hodnotné komentáře a podporující vedení. Bez jejich rad by nebylo možné dokončit práci do tak ucelené a zároveň rozsáhle podoby. Její přínos je neopomenutelnou součástí práce. Acknowledgement Initially, I would like to thank to Ing. Helena Hanušová, CSc. for valuable comments and supportive supervision. Her leadership made possible this thesis to get accomplished in intelligible and also comprehensive manner at the same time. Her contribution is non- excludable part of the paper. Table of Content Introduction ................................................................................................................................ 10 Resume of Goals and Used Methods .......................................................................................... 11 1. Theoretical Background ...................................................................................................... 12 1.1. Company analysis ........................................................................................................ 12 1.2. SLEPTE analysis ............................................................................................................ 12 1.3. Porter´s Five Forces ..................................................................................................... 18 1.4. McKinsey 7s Model ..................................................................................................... 20 1.5. Kralicek Quick Test ...................................................................................................... 22 1.6. SWOT analysis ............................................................................................................. 25 2. Current Situation Analysis ................................................................................................... 28 2.1. Company Profile .......................................................................................................... 28 2.2. Logo of the company ................................................................................................... 28 2.3. Organizational structure ............................................................................................. 29 2.4. Production plants ........................................................................................................ 30 2.4.1. Mladá Boleslav ........................................................................................................ 30 2.4.2. Vrchlabí plant .......................................................................................................... 30 2.4.3. Kvasiny plant ........................................................................................................... 31 2.5. Cooperation with Volkswagen group .......................................................................... 32 2.6. “Simply Clever” ........................................................................................................... 33 2.7. Suppliers ...................................................................................................................... 33 2.8. Buyers .......................................................................................................................... 37 2.9. ŠKODA AUTO Academy ............................................................................................... 39 2.10. ŠKODA AUTO University .......................................................................................... 39 2.11. Product Portfolio ..................................................................................................... 40 2.12. Achievements .......................................................................................................... 41 3. SLEPTE analysis .................................................................................................................... 47 3.1. Social factors ............................................................................................................... 47 3.2. Legal factor .................................................................................................................. 50 3.3. Economical factor........................................................................................................ 52 3.4. Political factors ............................................................................................................ 58 3.5. Technological factor .................................................................................................... 61 3.6. Environmental factor .................................................................................................. 63 4. Application of Porter’s Model ............................................................................................. 67 4.1. Intensity of Competitive Rivalry .................................................................................. 67 4.2. Threat of New Entrants ............................................................................................... 68 4.3. Threat of Substitute Products ..................................................................................... 70 4.4. Supplier Power ............................................................................................................ 71 4.5. Buyer Power ................................................................................................................ 72 5. McKinsey 7s Model ......................................................................................................... 75 5.1. Strategy ....................................................................................................................... 75 5.2. Structure ..................................................................................................................... 77 5.3. Systems ....................................................................................................................... 78 5.4. Style ............................................................................................................................. 79 5.5. Staff ............................................................................................................................. 79 5.6. Skills ............................................................................................................................. 81 5.7. Shared Values .............................................................................................................. 83 6. Kralickuv Quick Test ............................................................................................................ 86 7. SWOT Analysis ....................................................................................................................