Analýza konkurence na trhu čajoven

Abstract

This bachelor thesis is focused on the analysis of the tea houses market around the town of Příbor. It‘s aim was to compile proposals and recommendations for improving the competitiveness of the Czech hookah club Monstr teahouse in Kopřivnice. Selected tea houses in Kopřivnice, Příbor, Frýdek-Místek and Ostrava are evaluated in the work. Mystery Shopping was choosen as the research method for this analysis. Research was performed according to a pre-prepared research scenario. It consists of nine main categories, which contain another thirty-two subcategories. However, mystery shopping was carried out only in two tea houses, namely in the Czech hookah club Monstr and Dobrá čajovna Frýdek-Místek. For the remaining teahouses, it was not possible to continue with research due to their closure by the government of the Czech Republic, in an effort to prevent the spread of the COVID-19 virus. For the remaining tea houses is research focused on the online environment. The original research revealed key shortcomings of the Czech hookah club Monstr. Part of the work are suggestions and recommendations of the author to improve the competitiveness of the Czech hookah club Monstr tea house.