This bachelor thesis deals with methods of analysing the company environment and then using these methods on a company Travel Service, a.s. The primary purpose is to determine main factors affecting the market position of this company. Methods used for analyzing the company environment are introduced in theoretical part of the thesis. For analysing the macroenvironment is used PEST analysis and Porter five force model is used for analysing the critical factors of macroenvironment. The thesis include SWOT analysis and recommendations for the company based on the collected informations.
free text keywords: Travel Service, a.s.; SWOT analýza; SWOT analysis; Company environment; PEST analýza; Porter five forces analysis; Porterův model pěti sil; Travel Service a.s.; PEST analysis; Okolí podniku