Analýza konkurence značek na trhu šperků

Abstract

This work deals with the analysis of competition in the jewelry market. The aim of the work was to compare selected brands based on obtained preferences and opinions of respondents. In addition to key chapters, the work also includes an introduction and conclusion. Within the theoretical framework concerning competition, the definition of competition, analysis of competition, and elements of the marketing mix were defined. The market characteristics described the current market and the brands operating in it, both abroad and in the Czech Republic. The characteristics of the brands selected for subsequent comparison were also described. This work utilized questionnaire surveys. The research was important for obtaining real opinions and attitudes of respondents, which were subsequently analyzed and interpreted. Based on these attitudes and evaluations, brand comparisons were made. Thanks to the analysis conducted, recommendations and proposals could be made for jewelry retailers and individual brands to help them maintain their position in the market and improve customer satisfaction.