Analýza konkurence společnosti na trhu s přírodní kosmetikou

Abstract

The presented bachelor's thesis examines the overall analysis of the competition of a selected company in the natural cosmetics market and provides a closer characterization of the theoretical foundations in the field of competition. The aim of the thesis is to analyze and compare the selected companies in detail using marketing methods and propose solutions for improving the market position of Vitanella Ltd. The thesis is divided into three parts. The first part focuses on the theoretical foundations of the concept of competition, competition analysis, and the basic marketing methods used in conducting such analysis. In the second part, we analyzed the selected companies Vitanella and Zdravý obchodík retailer from the perspective of their market position, marketing communication, and product offerings. We conducted SWOT analyses for both companies which we subsequently compared. Based on calculations and well-known strategies derived from these analyses, we determined the most suitable strategy for both companies. After that, we performed an analysis of Porter's competitive forces. In the third part, we proposed suggestions and recommendations for Vitanella Ltd. on how to improve its market position in the natural cosmetics industry and differentiate itself from the competition. These suggestions and recommendations were based on the results we obtained from the analytical part of the research.