Design solution of using Competitive Intelligence to gain competitive advantage of e-shop

The aim of this thesis is to increase the competitiveness of a small e-shop focusing on the sale of electric fencing using the techniques of Competitive Intelligence. Key information topics and key information questions were prepared at the beginning of the news cycle. The key was to gather information on the competition using appropriate sources and analyze industry information that would be taken into account when deciding what online ads and which platforms the online store should use. Suitable platforms for proper coverage with Internet advertising include Google Ads, Seznam Sklik and Facebook Ads. It will cover two major search engines which tracks most of the searches in the Czech Republic - the most used social network Facebook together with Instagram. At the same time, it will be very beneficial to set up ads on Google Ads not only on search engines, but also on thematic partner sites where Google has ad windows, which was found during the searching thematic sites regarding agriculture and farming. The analysis contains the current status of competing companies on social networks, price comparisons of goods on both Heureka.cz and Zbozi.cz. There are also trends in the field of internet marketing with internet retailers, especially in the selling category of electric fencing. During the research, recommendation were made regarding tools and information resources that can be used by small businesses and small sellers that have a limited budget. Very interesting statistics were found on the number of livestock and changes in 28 years (1989-2017), which took place in agriculture, were provided by the Czech Statistical Office. The Google Market Finder tool was used for the possible expansion of the internet shop to foreign markets in the countries that border the Czech Republic, which offers comprehensive information on the possibilities of expansion and sale in new markets for the internet shop.