Analýza konkurence bankovní instituce

Abstract

The main theme of bacalor thesis is the competitive analysis for banking institution GE Money Bank. The aim of this work is collectively characterize the banking market, identify the largest banking institution GE Money Bank competitors, to compare offered services and to assess the status of the Bank on banking market. The thesis is composed of five main parts. Introduction and practical part focuses on the description of banking institutions, GE Money Bank and the characteristics of the company's competitive environment. The following theoretical part forms the basis for the practical part. The practical part is focused on competitive analysis, marketing research services and mystery shopping method. The methodical part specifies mystery shopping research method and its variations. The practical part conclusion consists of suggestions and recommendations for management of the bank. The aim of these recommendations would be to increase the service quality and achieve better GE Money Bank ranking on banking market.