The bachelor work focuses on strategic analysis of Plzeňský prazdroj Inc. and on analysis of beer market in Czech Republic. Headquarter of Plzeňský prazdroj Inc. is located in Plzen and it is part of major companies on the beer market. Aim of work is to present possibilities of strategic analysis which is the first step of the business valuation based on income analysis. Strategic analysis consists of free parts. The content of the first part is rating of the beer market and forecasting of the whole beer market sales. The content of the second part is comparison of company with other competitors on the beer market. Finally the last part is the forecasting of Plzeňský prazdroj Inc. sales
