Zhodnocení konkurenceschopnosti vybraného podniku z oblasti maloobchodu

Abstract

The aim of this thesis was to analyze the competitiveness of AB in the years 2015-2019. Based on the results, a recommendation is proposed to improve the future competitiveness of the company. In the practical part, the methods of competitiveness analysis are applied using the sources of information of the selected company and the monitored five competing companies CD, EF, GH, IJ, KL and the subsequent evaluation of the results. Porter's analysis was the first to determine that the bargaining power of customers, the threat of substitutes and existing competition are of the highest importance, and the bargaining power of suppliers and potential competitors are the lowest. Furthermore, a PESTLE analysis was carried out in the Czech Republic. Next, the ratio of financial indicators of profitability, activity, liquidity and indebtedness was performed. Within the multidimensional methods of intercompany comparison based on the results of 21 ratios, the method of simple sum of order, simple proportion, scoring method, method of standardized variable and distance from a fictitious object was used. Here, the AB company finished in 3rd place. The size of assets, sales, net profit, economic value added, company value, net working capital and value added was analyzed within one-dimensional methods. Here, AB finished in 6th place. In addition, the number of employees, value added per employee and sales, net profit and the number of employees per branch were monitored. Furthermore, Spider analysis was performed to compare selected ratios with the values ​​of the CZ-NACE 47 industry. AB achieved better values ​​than the industry in terms of return on equity and assets, turnover time of assets and receivables. It was worse than the industry in terms of return on sales, current, prompt and immediate liquidity, total indebtedness, self-financing ratio, asset ratio and time of turnover of liabilities. At last, SWOT analysis was performed. AB's most significant strengths are financial stability, a strong parent company, image, brand and goodwill, and the quality of goods and products. The most significant weaknesses include few branches in fewer cities than competitors, weak media communication and high expansion costs. AB's greatest opportunities are expansion and branch office availability, online sales and a new marketing strategy. The biggest threats include the growing strength of existing competitors, labor shortages and the rise of online shopping. Recommendations for the company AB are described at the end of the work and are based on the developed financial analysis of ratios and opportunities from the SWOT analysis. The results of the thesis show that the company AB has in relation to its five main competitors above-average competitiveness in the field of ratios and low competitiveness in the absolute indicators depending on the size of the company. For the following years, an offensive strategy was recommended to increase AB's competitiveness, using strengths and opportunities through local expansion by increasing the number of small supermarket stores, especially in major cities in the Czech Republic, modernizing and revitalizing the existing fifteen hypermarkets, expanding the portfolio of goods and services, investments into new technologies, increasing online sales of goods, new marketing strategies with a focus on Generation Y and Z, focus on environmental protection and the introduction of modern unattended self-service stores.