Analýza konkurence bankovního produktu

Abstract

This bachelor work deals with competitive analysis of bank produkt. Its aim is to examine what are the current offers of products in terms of beginning businessman. Notions of competition and competition advantage, characteristics, goals and mystery shopping research methods are all explained in the theoretical part. The practical part, on the other hand, deals with product offers of particular banks as well as web-page and prospectus design of these offers. Gained information is then specified using the mystery shopping method. Based on the results there are some recommendations made in order to improve the current state of service and design of the web-pages.