Analýza konkurence na trhu restauračních zařízení

Abstract

The aim of this thesis is to analyze competitors of Gastria pizzeria, to evaluate its market position and based on the obtained results to suggest proposals which will lead to strengthen its market position, to gain new customers and to strengthen the loyalty of existing ones. To achieve this aim was used Mystery shopping method.

Theoretical part of this thesis covers environmental characteristic of pizzeria and also theoretical foundations of marketing, services, competition and method of data collection.

Then in practical part was done competition analysis and evaluated separate scenario parameters according to the pizzerias results.

Final part of the thesis consist of proposals and recommendations for Gastria pizzeria. The proposals leads to improve position of Gastria pizzeria on the market, to increase amount of new customers and to increase satisfaction of existing customers.