Analýza konkurence pizzerie

Abstract

The topic of this master thesis is an analysis of competitiveness of a pizzeria. The aim of my work was to shortly describe pizzeria market in Breclav city, analyze a market position of chosen company Grosseto Pizzeria compared to its direct competition and to verify customers’ opinions about this pizzeria. The gathered data are then used to identify weaknesses and recommend solutions that should lead to strengthening of Grosseto Pizzeria‘s market position. Two research methods were used for data gathering purposes – mystery shopping and personal queries. The first part of the work deals with description of services marketing, definition of competition and its analysis. Furthermore marketing environment of Grosseto Pizzeria has been analyzed and summarized in brief description of competing pizzerias included in the research. The second part of the work focuses on analysis of gathered data and consequent preparation of suggestions and recommendations.