Posílení konkurenční pozice gastronomického zařízení

Abstract

The aim of the bachelor thesis is to determine the competitiveness of the Panorama restaurant on the Ostrava market, compared to other competitors. In order to achieve this aim, I conducted my own marketing research, in which I used the interviewing and observation methods, as well as the Porter’s five forces analysis, SWOT analysis and a position map. Then I carried out an analysis of selected competitive gastronomic facilities and gathered results which formed the basis of my suggestions to improve the competitiveness on the market. In my view, the most important recommendations are: extension of services, glazing of the terrace area, and introduction of staff uniforms.