Analýza konkurenční pozice na trhu se sportovními potřebami

Abstract

RESUMÉ

The thesis aims to analyze the situation on the market of retail stores sporting goods in the city of Ostrava. Another objective is to determine the competitive position of store Gigasport and then determine how customers perceive the overall image of the retail outlets surveyed. The work is divided into seven chapters. First, the market is characterized by the sporting goods. Another chapter focuses on a theoretical analysis of the competition. The analytical section describes the retail mix, the perception of image analysis Gigasport sales, customer satisfaction and analysis of strengths and weaknesses of the shop. The research showed that store Gigasport placed on the penultimate point of the five stores surveyed. Customers are the most important criteria shop image width and depth of the offered assortment, pricing, products, expertise and willingness of staff. Least important factor for customers shop opening hours that they are very satisfied Based on the results of marketing research, I draw up proposals and recommendations directed to the retail mix of shops Gigasport Ostrava.