Analýza okolí a konkurenceschopnosti malé obchodní firmy

Abstract

The bachelor's thesis deals with the analysis of the environment and competitiveness of a small business company that sells sporting goods. Specifically, it is the sale of sports equipment for running, cross-country skiing and hiking. The bachelor's thesis is divided into several parts which are the theoretical basis of the competitiveness of the company, the characteristics of the selected business company, analysis of the environment of the selected company and its competitiveness, evaluation of results and recommendations. The theoretical part of the thesis clarifies the concepts which are then worked on in the practical part. The first goal of the thesis was the analysis of the external and internal environment of a selected business company. To achieve this goal, the following methods were used: PEST analysis, Porter's model of five competitive forces and analysis of company factors. The second goal of the thesis was based on a questionnaire survey to compare the selected company with its largest competitor in the local market. The questionnaire survey was performed using the ESCI method. The principle was to find out whether thanks to a good reputation, perceived quality and customer loyalty, even a small entrepreneur can become competitive in the fight against competition in the form of large companies. The findings from all analyzes are summarized in a SWOT analysis which serves as a basis for the final evaluation of the results. Based on the achieved results, measures were proposed to improve the company's competitive position in the market. The specific proposal and other findings from the analyzes were handed over to the owner of the company who can start implementing the necessary changes on the basis of this proposal.