Analýza konkurence cukrárny

Abstract

The aim of this thesis was to analyze competitors of Confectioner's Shop Ollies in Ostrava, to evaluate its market position and based on the obtained results to suggest proposals which will lead to strengthen its market position, to gain new customers and to strengthen the loyalty of existing ones. Data collection had been carried out by using the method of mystery shopping, mystery visit websites and mystery mailing. In the first part of the thesis are characterized Confectioner's Shop Ollies and its closest competitors. The second part of this master´s thesis is focused on defining the theoretical basis of marketing services, competition analysis, and mystery shopping. In the third part is the analysis of the stores performed, followed by the suggestions and recommendations in the fourth part. The research showed that the Confectioner's Shop Ollies has a very favorable position on the Confectioner's market. In the overall rating of used mystery methods Ollies gained the biggest number of points in comparison with competitors.