Analýza konkurence na trhu šperků

Abstract

The Bachelor Thesis is focused on analysing the competiton on the Jewelry Market using the observation method and Mystery shopping. The first part theoretically describes the concepts of competition, competition analysis, SWOT analysis, competitive analysis techniques and buying environment. In the next part, the Pandora brand is characterized. Comparison of Pandora brand with selected competitors is the component of this thesis. In conclusion, the thesis present an evaluation of these analyzes and recommendations to strenghten the company´s competitiveness.