Analýza konkurenční pozice cestovní kanceláře

Abstract

In my barchelor thesis I dealt with analysis of the competitive position of branch Travel agency Fischer, acting on the territory of city Havířov. To accurately assess the market position of the brach, I used 3 methods of research examining – interviewing people who lives in the city, analysis of the competitive offers (catalogs and price lists) and mystery shopping. Interviewing had two forms – personally and electronically. The main bendit of interviewing I see in obtaining of surfy about respondent´s opinion and about havířov´s branch. General respondent´s opinion about CK Fischer is not too positive, large percentace of respondents think that it isn´t very credible. However it´s clients are satisfied with it. The question of preferences providers showed that the people prefer tradition of CK Čedok. CK Fischer in this classification located the second place that is very positive for company. Of evaluation of havířov´ s branch ensue on that residents of the city are poorly informed about it´s localization and very often they don´t know nothing about it. Another problem is that most of that who know about its localization never visit it. Noted that clients of the branch are satisfied with its services. Questioning revealed that havířov´s branch is competitive in services. The ignorance of citizens reduced its position. Another part of research was to analyze the catalogs and price list of competitive travel agencies. Materials of CK Fischer proved most enjoyable and comprehensive for users. In the last part of the research I have dealt with mystery shopping. During my research I visited 10 branches of travel agencies in the Havířov city. Again the havířov´s branch ranked high on. Won its location, aesthetic interior finish, retail space visualization and especially the professionalism of services provided. Research result is the fact that the havířov´s branch CK Fischer is among largest and the most important company in the tourism market in Havířov. Its position is disrupted by the small number of inhabitans who knows about it and who visits it. The starting point for branch is visible at the city´s population.