Zhodnocení konkurenceschopnosti vybraného e-shopu s cestovními zavazadly a módními doplňky

Abstract

The thesis focuses on evaluating the competitiveness of the e-shop BERTOO.cz, which specializes in the sale of travel suitcases and fashion accessories. The aim of the thesis is to evaluate its current market position and propose recommendations for its strengthening. The thesis contains a theoretical and practical part. The theoretical part defines the basic concepts associated with competitiveness and presents the methods used to evaluate it. The practical part includes an analysis of the external and internal environment of the company through PEST analysis, Porter's analysis of five competitive forces and the evaluation of selected financial indicators. Furthermore, the thesis contains benchmarking focused on financial, non-financial and product comparison with the main competitor. It also includes a questionnaire survey focused on the subjective perception of the competitiveness of the e-shop by customers. The results of the analyses are summarized in a SWOT analysis, which identifies key strengths and weaknesses, opportunities and threats. The thesis concludes with specific recommendations aimed at improving the e-shop's position on the market and increasing its competitiveness.