Analýza konkurence na kavárenském trhu

Abstract

The aim of diploma thesis was analysis of the closest competitors of cafe Sádrový ježek, which is situated in the centre of Ostrava. The work presents a comparison of the level of service quality, assessment of staff competence and characteristic of the café environment. The work is divided into several parts. There are described theoretical basis in the first chapter. It includes essential information about stages of analysis, characteristics of used methods and important instructions about the correct form of coffee drinks laid down by international standards. Factual data about external environment were worked after theory. In the next part was planned and described process of data collecting, including compilation of record sheets. With these was data collected using methods of mystery shopping, mystery mailing, mystery calling and visiting of websites. Then was performed data analysis and interpretation primarily focused on comparisons with cafe Sádrový ježek. It was created a several recommendations based on above steps. After implementation of these suggestions the cafe Sádrový ježek should become more competitive.