Analýza konkurenceschopnosti ubytovacího zařízení

Abstract

The diploma thesis is focused on evaluating the competitiveness of a small accommodation facility of 6 separate apartments with its own fully equipped kitchen and bathroom, the owner of which is an individual person doing business on the basis of a trade license. The aim of the diploma thesis is to evaluate the competitiveness of this accommodation facility using several methods used to evaluate competitiveness such as PEST analysis, Porter's analysis, competitive benchmarking and SWOT analysis. Based on the findings, several recommendations are proposed that could help increase its competitiveness. Part of the diploma thesis is also an evaluation of the effectiveness of a real investment, which is an extension of an accommodation facility, the purpose of which is to increase the accommodation capacity, which the owner of the accommodation facility plans for the future. The effectiveness of this investment is evaluated through dynamic investment effectiveness evaluation methods, which include the net present value method, profitability index, internal rate of return and discounted payback period. According to the results of these mentioned methods, it is recommended whether to implement the investment project or not. The diploma thesis is divided into 7 chapters, with the first consisting of an introduction and the last a conclusion. The second chapter is devoted to the theoretical foundations of competitiveness and investment, while important concepts related to these areas are explained. The next chapter characterizes the selected accommodation facility, its services and the planned investment project. The fourth chapter deals with the application of the above-mentioned methods to evaluate the competitiveness of the selected accommodation facility, while external factors influencing the selected accommodation are determined within the framework of the PEST analysis. Porter analysis is used to analyze the meso-environment, where five competitive forces are identified and evaluated, which include current competitors, potential competitors, suppliers, customers and substitutes. As part of competitive benchmarking, selected competitors are analyzed and subsequently evaluated together with the selected accommodation facility according to several selected criteria. SWOT analysis examines the external and internal environment of the accommodation facility, defining the strengths and weaknesses of the accommodation facility along with the opportunities and threats coming from the external environment. The following chapter is focused on evaluation of effectiveness of the planned investment, in this case the planned extension, using dynamic methods that take into account the time factor. The penultimate chapter contains a summary of the most important findings from the previous two chapters and proposes several recommendations to ensure higher competitiveness, as well as recommendations related to the implementation of the planned investment.