Analysis of entry into different mystery shopping markets within a global company
| Thesis title: | Analysis of entry into different mystery shopping markets within a global company |
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| Author: | Čubová, Lenka |
| Thesis type: | Diploma thesis |
| Supervisor: | Hnilica, Jiří |
| Opponents: | Sieber, Patrik |
| Thesis language: | English |
| Abstract: | This thesis deals with the topic of internal outsourcing of mystery shopping management within the multinational company Ipsos. The company has currently set up a Global Support Center for mystery shopping in Prague. The Global Support Center is supposed to create shopper panels (i.e. groups of mystery shoppers available to conduct mystery shopping tasks in a given country) in as many countries as possible and manage mystery shopping projects in these countries from the Czech Republic. The goal of this thesis is to find the most suitable market for the shopper panel construction, the market where panel construction is a priority over other markets.After analysing the different markets worthy of consideration through an application of the CAGE analysis and the Porter´s Five Forces, France has been chosen as the most reasonable market to pursue when constructing the shopper panels. |
| Keywords: | market research; strategy; mystery shopping |
| Thesis title: | Analýza vstupu na mystery shoppingové trhy v rámci mezinárodní společnosti |
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| Author: | Čubová, Lenka |
| Thesis type: | Diplomová práce |
| Supervisor: | Hnilica, Jiří |
| Opponents: | Sieber, Patrik |
| Thesis language: | English |
| Abstract: | Tématem diplomové práce je interní outsourcing managementu mystery shoppingových aktivit v rámci mezinárodní společnosti Ipsos. Tato společnost nedávno založila globální podpůrné centrum pro mystery shopping v Praze (GSC). GSC by v budoucnu mělo zřídit shopperské panely (tzn. skupiny mystery shopperů, kteří budou pracovat na daném území) v několika zemích světa a koordinovat je z pražského GSC. Cílem této práce je nalezení zemí vhodných pro stavbu těchto panelů. Trhy, které byly v práci předvybrány jako nejvhodnější, byly podrobeny hlubší analýze využitím CAGE a Porterovy analýzy pěti sil. Výsledkem bylo vyhodnocení Francie jakožto nejvhodnějšího trhu ke stavbě shopperského panelu. |
| Keywords: | mystery shopping; marketingový výzkum; strategie |
Information about study
| Study programme: | Ekonomika a management/International Management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of strategy |
Information on submission and defense
| Date of assignment: | 23. 11. 2016 |
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| Date of submission: | 8. 5. 2017 |
| Date of defense: | 7. 6. 2017 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/59743/podrobnosti |