Analýza konkurence společnosti Globus

The goal of the thesis is to analyse competing companies of Globus ČR, k.s. in the Czech Republic. The work evaluates its largest hypermarket competitors in terms of strengths and weaknesses with a special focus on marketing communication. In the anylysis are selected companies that meet the specified criteria in terms of content a turnover and are publicly available. The source of these data are not only annual reports, but also data obtained from expertised a specialized servers, including own websites rated by the companies. The theoretical part of thesis defines basic concepts such as competition, competitiveness and describes the methods of their discovery, for example Porter´s Model 5 Forces. At the same time solves marketing communication as one of the forms of competitive struggle. The practical part of the thesis then compares individual selected indicators with suggestions for improvement in individual activities of the company in order to achieve higher competitiveness.