Analýza konkurence firmy na trhu finančního poradenství

Abstract

The topic of this bachelor thesis is the analysis of a company´s competitors in the financial consultancy market, the company Partners financial services a.s. in particular. The aim and objective of my thesis is to identify its major competitors in the area of banks against a financial consultancy company, to find out prices, the level of provided services to customers, and the attitude of employees towards customers, compare the results according to set criteria and mainly suggest measures to improve the market position of the financial consultancy company. My thesis is divided into five parts. The first part deals with the characteristics of the company Partners a.s. and the services it provides. The second part focuses on the theory of services, banking marketing, competition and competitiveness. The third part focuses on research methods which are used for the analysis in the practical part. In the fourth part I deal with the results of the analysis of competitors based on the mystery shopping and benchmarking methods. In the last part there are recommendations suggested which should increase the competitiveness of the company.