Strategická analýza vybraného odvětví: E-commerce

This bachelor thesis analyzes the e-commerce industry in the cosmetics and drugstore segment in the Czech market during the period 2020–2024. The aim is to identify the key factors influencing company profitability and evaluate competitive positions. The sample comprises five companies: Notino, DM Drogerie Markt, Sephora, Vivantis, and Bezvavlasy. The methodology combines PESTEL analysis, Porter’s Five Forces, ratio-based financial analysis, market share analysis, and SWOT analysis. Because Notino reports consolidated revenues across more than 27 European countries, the primary market-share analysis uses an estimate of Notino’s Czech revenues (approx. CZK 5.2 bn), under which DM Drogerie Markt becomes the leader of the analyzed group with a 61.9 % share; the consolidated view (Notino 60.1 %) is presented as informational. The analyzed group of five firms exhibits high in-sample concentration: the two largest players control approximately 91.3 % of aggregated revenues in the consolidated view, or 82.9 % in the local view; the Herfindahl‑Hirschman Index reaches 4,621 in the consolidated view and 4,391 in the local view (computed only from the five-firm sample). Notino’s FY2024 financial figures are estimated through decomposition of a 24-month accounting period and require interpretive caution. The financial analysis identified three strategic archetypes: a scalable e-commerce model with low margins (Notino), an omnichannel model with private labels (DM), and premium positioning with the highest profitability (Sephora). Smaller players face structural challenges from limited bargaining power and insufficient economies of scale; in the case of Bezvavlasy a. s., this limitation must be interpreted at the standalone-entity level, as the consolidated group (Hair Servis s. r. o. and others) shows positive profitability. The results show that the profitability of the analyzed firms is conditioned primarily by their ability to achieve economies of scale, differentiate their offering, or serve the premium segment. Smaller players without a strong cost or assortment advantage are more sensitive to inflationary, regulatory, and competitive pressures. The conclusions of the thesis must be interpreted with regard to the limited sample of companies and the specific revenue reporting of Notino.