Analýza konkurence jazykové školy

Abstract

The topic of my thesis is „The Competitive Analysis of the Language School“. The aim of this thesis is characterizing the most considerable competitors in language schools market and realizing analysis of competition. Method which is called mystery shopping will be used during the research. I describe theoretical data of competitive analysis, but of course what is competition generally, what are characteristics of services and how they influence marketing mix of services and more about mystery shopping in the first chapter. I put near the situation in language schools market, realization of mystery shopping and evaluation of the results in the following chapters. I define suggestions and recommendations which follow from the conclusions of competitive analysis and which should improve the competitive strength of the company in the last part of the thesis.