Work detail

Revision of a Strategy In an Existing Entity

Author: Bc. Anna Kortusová
Year: 2017 - summer
Leaders: Ing. Petr Balcar MSBE
Work type: Bachelors
Language: English
Pages: 103
Awards and prizes: B.A. with distinction from the Director of IES FSV UK for an extraordinarily good bachelors diploma thesis.
Abstract: This thesis aims to contribute to the understanding of the importance of
strategic management as a part of business management. By means of a case study of
an existing medium-sized enterprise, an application of a standard strategic
management framework is presented. The purpose is to redesign the entity’s current
strategy to ensure further successful developments.
In the first part of the thesis, a review of established literature on strategic
management forms a basis for the introduction of the main concepts and stages of
a strategic management process. The second part of the thesis is built on a
comprehensive analysis of an external and internal environment of the entity. The aim
is to formulate revised long-term strategies. The results of the internal and external
audit identify key areas of the company’s future success, which are customer
orientation, implementation of the most modern technologies, ensuring effective and
efficient processes, strengthening established partnerships and increasing employee
engagement. On the basis of these areas, strategic goals and strategic initiatives are
developed and further elaborated with the help of a strategic management system
Balanced Scorecard. Furthermore, balanced set of performance indicators aligned to
the revised strategy is designed to gauge the company’s progress towards strategic
targets. Finally, an eight-month timeline for Balanced Scorecard implementation is
provided, identifying primary activities that ensure the revised strategy is put into




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