Analysis of competition and on-line communication channels in sector Business Intelligence and Data Analysis

The aim of the present bachelor's thesis is to do a competitive analysis, which lays emphasis on the analysis of on-line communication channels, to determine conditions of entry in the Big Data Market in the sector Business Intelligence and data analytics. The theoretical part deals with B2B research, Porter's model and marketing mix. Atributes of marketing mix are put in the context with use for competitive analysis, specifically for benchmarking. The focus is first on the differences between B2B and B2C market, then some rules connected with B2B research are described and compared with B2C. The most important part is Porter's analysis of five competitive forces, which serves as basis for determination of important players and rules in the sector. At the end marketing and communication mix is defined. The most frequently used methods of analysis are clarified in the framework of the aforementioned mixes. In the practical part the most important players in the sector are determined. The practical part also describes their force, rules and barriers which startup can expect at the entry on the market. This part also includes a comparison of selected rival companies based on the marketing mix and communication channels. The focus is primarily on on-line communication and presentation. In conclusion the sector is evaluated and successful communication techniques are defined. The bachelor's thesis serves as basis for strategic decision making for startup Asimplia.