Analýza konkurence e-shopů s knihami

Abstract

The purpose of this thesis was to execute a competitive analysis of e-shops with books. The analysis was executed on e-shops Mega Knihy, Knihy Dobrovský, Luxor, Knihcentrum, Kosmas, Martinus and Albatros Media. The purpose of this analysis was to identify the strengths and weaknesses of each e-shop. The analysis focused primarily on functions and options of the e-shops, the use of marketing elements and the purchasing process. The analysis was executed using the observation method and mystery shopping. The e-shop with the highest rating was Kosmas, the the lowest rated e-shop was Mega Knihy. The analysis also showed that most of the issues with these e-shops lie in the lack of functions on these websites. On the other hand, the section that focused on the purchasing process showed very good results with only minor issues. Steps for improvement were suggested for each e-shop based on the research results.