Analýza konkurence na trhu se sportovním zbožím

Abstract

The goal of this diploma thesis is competitive analysis of sporting goods market. Theoretical part deals with basic terminology related to the market competition and retail business. Practical part of diploma thesis is based on questioning of the people focused on sport and the customers of the outdoor shop. The other research methods used in this thesis are observations and Mystery shopping. On the basis of the practical part there are some suggestions and recommendations on improvement of current company´s position on the market.