Analýza konkurenčnej pozície kaviarne

Abstract

HUMENÁ, Monika: Analysis of the Competitive Position of a Coffee Lounge. [Bachelor thesis]. VŠB – Technical University of Ostrava. Faculty of Economics. Business Administration Department. Supervisor of Bachelor thesis: Ing. Blanka Poczatková, Ph.D., MBA. – Degree of qualification: Bachelor. – Ostrava: VŠB-TUO, 2015. 58 p. (appendices – 5 p.)

Bachelor thesis is focused on analysis of the competitive position of a coffee lounge. Thesis consists of a six chapters. The second chapter is aimed on characteristic of the coffee lounge. This chapter gives information about organizational structure, marketing of coffee lounge, target group and customer evaluation of the company. Teoretical part composes of a terms about competition, small and medium enterprises, segmantation according to NACE qualification. This chapter aslo includes methodological basis of the methods which was used to analyse enterprise. Practical part is based on four analyses, such as PESTLE analysis, SWOT analysis, Porter analysis of five forces and BCG matrix. Fifth chapter gives advices and recommendations in order to improve Polo Caffé`s competitive position.