Strategické řízení a strategie modrého oceánu v oblasti secondhand obchodu

The goal of the work Strategic management and blue ocean strategy in the field of secondhand industry is to obtain value innovations for secondhand shop based on analytical tools. Then test them to see which value innovations have potential and see if they will lead the business into the blue ocean, provide a partial shift into the white spaces, or provide benefits in the form of blue ocean droplets. Analytical tools that will be used are the tools and formulations of the blue ocean strategy, namely the strategy canvas, four action frameworks, six paths framework and the three tiers of non-customers. Subsequently, Michael E. Porter's tools and strategies will be used, namely Porter's five forces model and generic competitive strategies. On the basis of the analyses, valuable innovations were created, which were subsequently tested on the second-hand shop. Successful value innovations are loyalty cards, mystery bags, buying clothes from people and niche store.