Analýza konkurence na trhu restauračních zařízení

Abstract

The theme of the thesis is dealing with competition analysis on the market of restaurants. The aim of the thesis is to characterize the market of restaurants in Frydek-Mistek, analyze competition of selected restaurant Malina, identify its advantages and disadvantages, and on the basis of results obtained from marketing research to make up proposals and recommendations that could help in the competition. Data collection had been carried out by using the method of mystery shopping and mystery mailing. Part of the mystery shopping was the evaluation of restaurants websites. The research showed that the Malina restaurant hasn‘t a favorable position on the restaurant market at all, in the overall rating of mystery shopping Malina gained the smallest number of points in comparison with competitors. The competitiveness of Malina could increase a suggestions and recommendations focused on the pizza quality, a restaurant crew or on the marketing communication within their own websites.