Analýza konkurenční pozice kosmetické značky v maloobchodních jednotkách

Abstract

This master thesis deals with the analysis of the competitive position of the Nivea brand in stores in the cities of Havířov and Ostrava. The main objective is to evaluate how the brand stands in terms of availability, positioning and presentation of products in different types of retail formats. The Total Shopscore Index method was used for the evaluation. The work is divided into several parts. The theoretical part describes the background of the competitive analysis, then the characteristics of the Nivea brand. This is followed by the data collection methodology. The analytical part focuses on the competitive position of the Nivea brand in stores based on two observations. The research showed differences in the level of product presentation between the different chains. At the end of the work, specific suggestions and recommendations are given that can help to improve the competitive position of the Nivea brand in the retail environment.