Analýza konkurence lékárenských e-shopů

Abstract

The theme of this bachelor thesis is competitive analysis of the pharmacy e-shops. The aim is to summarize the knowledge of competitiveness and internet communication with customers on the market of pharmacy e-shops. Another aim is to compare the success of selected pharmacy e-shops. The thesis consists of theoretical and practical part. Firstly, the theoretical basis of e-commerce, marketing mix and marketing communication on the Internet are described, this is followed by characteristic of macro environment and middle environment. The practical part is focused on the analysis itself, in which the methods of questioning and observation were used. Finally, a recommendation to improve marketing communication with customers is made.