Analýza konkurenční pozice značky v maloobchodě

Abstract

This thesis focuses on Competitive Position Analysis of the Brand in the Retail Outlets. The theoretical part consists of defining the brand, its functions and types, strategic and marketing brand management and subsequent analysis in retail. The practical part focuses on the methodology of data collection, analysis competitive position, and subsequent recommendations. The primary information is obtained by qualitative observations and method Total Shopscore Index. The final aim of this work is to determine how is the competitive position of the brand detergent in retail and to compare the level of presentation in stores by individual trading companies and the type of business operating formats.