Analýza konkurenceschopnosti spotřebního družstva

Abstract

The thesis is focused on analyzing the competitiveness of the COOP Beskydy consumer cooperative. The aim of the thesis is to assess the overall competitiveness and potential of the selected consumer cooperative using strategic management methods and questionnaire survey. An analysis of the internal and external environment was carried out using PEST analysis, Porter's analysis, competitor analysis, SWOT analysis and inter-company comparison. Quantitative analysis was also used using a questionnaire survey addressed to the cooperative's customers. Item analysis, GAP method and exploratory factor analysis were used to evaluate the data. To increase competitiveness, several recommendations were proposed at the end of the thesis, such as the addition of a wholesale warehouse, suggestions for the promotion of private labels and cooperative membership, the gradual replacement of refrigeration and freezing equipment, suggestions for cooperation with regional suppliers, the creation of a mobile application of the loyalty program and the modification of the non-residential offer. Using an exploratory factor analysis EFA, four main factors were identified that influence customers in their point of purchase decisions. The cooperative's strengths from the customers' point of view were found to be personal contact, staff helpfulness and cleanliness of the stores. The cooperative's weaknesses from the customers' point of view were the lack of opening hours, appearance and equipment of the stores. The biggest threat to COOP Beskydy is the competing chains Albert and Penny Market.