Analýza konkurence maloobchodních značek

Abstract

The topic of my thesis was the Competitive Analysis of Private Labels. For comparison I chose the private labels of three hypermarkets, which are located in Olomouc (Globus, Albert and Tesco). I focused mainly on analyzing the quality level of sales of private products in retail shops, their range, then the position and presentation of private labels, merchandising and customer satisfaction measurement with private label. Marketing research was divided into two parts, questionning and observation. In the end of my thesis I suggested some improvements and recommendations to improve elements of private labels, merchandising and sales promotion.