Analýza konkurence restaurace

Abstract

The aim of this master´s thesis was to find out the competitive position of the restaurant U Kovárny compared with the six largest competitors in Zlín. Competition analysis was carried out with mystery shopping research technique that belongs to the most used techniques of quality assurance services. The first part of this master´s thesis is focused on defining the theoretical basis of competition, competition analysis, marketing services and mystery shopping. In the second part of the thesis is characterized the restaurant U Kovárny and its closest competitors. Subsequently, an analysis of collected data was made and the data found were processed into tables and graphs. The conclusion includes suggestions and recommendations for improving the competitive position of the restaurant U Kovárny.