Analýza konkurence na trhu jazykových knih

Abstract

The topic of my master thesis was the analysis of competition in the market of language books. The main objective was to analyze the competition and determine the position of Publisher Infoa relative to competing firms in the market. In the first chapter, I clarify the theoretical analysis of the competition with the support of literature. In the second chapter, I briefly characterize the Company Infoa and marketing environment. The third part describes the methodology of data collection. The most important part of this work was to analyze the data that I found in the research in the field of marketing. The aim was to determine the representation of observations of brands and individual titles in the company Infoa and other competing publishers, price level, storage system, product placement, uninterrupted block, merchandising, secondary and individual awards, POP materials, pure products and a net sales area. The next part has undertaken an evaluation questionnaire. I investigated the best-known textbook publisher, the reason for the selection of language textbooks, the most widely used textbook, Russian and Spanish in schools, the most important criterion when purchasing new textbooks, and finally, as teachers of foreign languages assesses the textbook and Vremena Colores textbook. Based on the information I have presented firm proposals and recommendations that could improve the quality, strengthen the market position and improve competitiveness.