Analýza konkurenční pozice značky prodejce nábytku

Abstract

The thesis is focused on the brand position analysis of the furniture dealer. The aim was to specify competitive advantage of retail brand Orfa. The first part contains the characteristic of company and descriptions of environment. The following section describes the theory of brand and competition. Next part is engaged in methodology of research in which there were chosen methods of questioning, mystery shopping and benchmarking. The result was the statement of how a company stands in comparison to other competitors in the market and what are offered to customers competitive advantages or disadvantages.