Oceňování 2020, 13(1):33-52 | DOI: 10.18267/j.ocenovani.245

Strategic analysis as an important part of the company's valuation structure

Miloš Mařík¹, Pavla Maříková²

¹ Prof. Ing. Miloš Mařík, CSc., Katedra financí a oceňování podniku VŠE Praha, ředitel Institutu oceňování majetku VŠE Praha

² Doc. Ing. Pavla Maříková, CSc., Katedra financí a oceňování podniku VŠE Praha

Strategic analysis is a key starting point for company valuation, but expert practice with this part of valuation still does not work adequately. The article therefore justifies the need and purpose of strategic analysis. It further shows that frequent ways to justify the absence of a strategic analysis are to use the flat-rate income method or to take over a financial plan from the valued company. In the third part, the text discusses the main procedures that should be used in a well-designed strategic analysis. Significant space is devoted to the use of professional analyzes and forecasts prepared by specialized institutions, which should gradually gain greater representation in Czech expert practice than has been the case so far.

Keywords: Value; business valuation; strategic analysis; relevant market; forecast

Grants and funding:

Článek je zpracován jako jeden z výstupů výzkumného projektu Fakulty financí a účetnictví VŠE Praha, který je realizován v rámci institucionální podpory VŠE IP100040.

JEL classification: G32

Published: October 7, 2020  Show citation