Posouzení konkurenceschopnosti vybraného obchodního řetězce

Abstract

This bachelor thesis focuses on the competitiveness analysis of Tesco within the Czech food retail market. The primary objective is to evaluate the company's current market position and, based on comprehensive analyses, propose measures to strengthen it in the future. The theoretical part defines key concepts related to competitive advantage and strategic management. The practical part applies PESTLE analysis, Porter's Five Forces model, and the BCG matrix, supplemented by the Fuller method for prioritizing key factors. A significant source of data is a questionnaire survey reflecting consumer preferences and the effectiveness of loyalty programs. The resulting synthesis of findings in the form of a SWOT analysis identifies major threats and opportunities, followed by strategic proposals in the areas of digitalization, sustainability, and supply chain optimization.