Analýza konkurence restauračních zařízení

Abstract

The aim of this diploma thesis was to briefly characterize the pizzeria market in Nový Jičín, compare the Oskar pizza restaurant with its main competitors, assess the position of the Oskar pizzeria in this market and based on the results of competition analysis suggest or recommend actions that could contribute to strengthening its market positron. This diploma thesis includes five important parts. The first part of the diploma thesis deals with theoretic outcomes for the analyses of competition, marketing services and research methods - mystery shopping. In the following characteristics of restaurants, I focused on the analysis of macroenviroment, and elaborated brief to characteristics of the Oskar pizza restaurant and its main competitors. I have set the goal of reserach, described the research content as well as the source and collection of data on competitors in the part named Methodology of Data Collection. I deal with the analysis of research results in the cardinal part of the thesis. These results were found using the method of mystery shopping. This chapter consists of three parts. The first part deals with results of the analysis of ten parameters. The second part summarizes the results of the Oskar pizza restaurant and the third part focuses on the overall evaluation of the eight analyzed pizzerias. The last chapter contains suggestions and recommendations for the Oskar pizza restaurant.