Hlavným cieľom tejto bakalárskej práce je posúdiť a analyzovať konkurencieschopnosť NH Hotela na trhu v meste Olomouc a vypracovanie návrhu na jej zlepšenie. Práca je rozdelená na 2 časti. Tou prvou je teoretická časť, v ktorej sú vysvetlené poznatky týkajúce sa tejto problematiky, ako je napríklad konkurencia, marketingový mix, segmentácia trhu, Benchmarking apod. V praktickej časti je vytvorená samotná analýza konkurencieschopnosti NH Hotela s použitím PESTLE analýzy, Benchmarkingu, SWOT analýzy, IFE, EFE a SPACE matice. Na základe výsledkov z využitých analýz sú popísané odporúčania, ktoré by viedli k zvýšeniu konkurencieschopnosti tohto hotela.
Anotace v angličtině
The main aim of this bachelor's thesis is to recognize and analyze the competitiveness of NH Hotel at the market in the city of Olomouc and to evolve the proposal for its improvement. This work is divided into 2 sections. The first one is theoretical. Its findings are concerned with the issues such as competition, marketing mix, market segmentation and Benchmarking. The analysis of competitiveness of NH Hotel itself is provided in practical part with the use of PESTLE analysis, Benchmarking, SWOT analysis, IFE, EFE and SPACE matrix. The suggestions that would lead to higher level of the competitiveness of the hotel are described on the basis of outcomes of performed analyses.
Hlavným cieľom tejto bakalárskej práce je posúdiť a analyzovať konkurencieschopnosť NH Hotela na trhu v meste Olomouc a vypracovanie návrhu na jej zlepšenie. Práca je rozdelená na 2 časti. Tou prvou je teoretická časť, v ktorej sú vysvetlené poznatky týkajúce sa tejto problematiky, ako je napríklad konkurencia, marketingový mix, segmentácia trhu, Benchmarking apod. V praktickej časti je vytvorená samotná analýza konkurencieschopnosti NH Hotela s použitím PESTLE analýzy, Benchmarkingu, SWOT analýzy, IFE, EFE a SPACE matice. Na základe výsledkov z využitých analýz sú popísané odporúčania, ktoré by viedli k zvýšeniu konkurencieschopnosti tohto hotela.
Anotace v angličtině
The main aim of this bachelor's thesis is to recognize and analyze the competitiveness of NH Hotel at the market in the city of Olomouc and to evolve the proposal for its improvement. This work is divided into 2 sections. The first one is theoretical. Its findings are concerned with the issues such as competition, marketing mix, market segmentation and Benchmarking. The analysis of competitiveness of NH Hotel itself is provided in practical part with the use of PESTLE analysis, Benchmarking, SWOT analysis, IFE, EFE and SPACE matrix. The suggestions that would lead to higher level of the competitiveness of the hotel are described on the basis of outcomes of performed analyses.
Na základe literárnej rešerše objasnite termín konkurencieschopnosť podniku.
Charakterizujte vybraný podnik.
Analyzujte konkurenčné prostredie vybraného podniku.
Vyhodnoďte súčasný stav vybraného podniku a stanovte stratégiu pre boj s konkurenciou.
Navrhnite zmeny vedúce k lepšiemu postaveniu podniku na trhu.
Zásady pro vypracování
Na základe literárnej rešerše objasnite termín konkurencieschopnosť podniku.
Charakterizujte vybraný podnik.
Analyzujte konkurenčné prostredie vybraného podniku.
Vyhodnoďte súčasný stav vybraného podniku a stanovte stratégiu pre boj s konkurenciou.
Navrhnite zmeny vedúce k lepšiemu postaveniu podniku na trhu.
Seznam doporučené literatury
Dvořáček, Jiří, and Peter Slunčík. 2012. Podnik a jeho okolí: Jak přežít v konkurenčním prostředí. Praha: C. H. Beck.
Kotler, Philip, and Gary Armstrong. 2014. Principles of Marketing. Harlow: Pearson.
Kotler, Philip, John T. Bowen, and James C. Makens. 2014. Marketing for Hospitality and Tourism. Harlow: Pearson.
Pride, William M., and O. C. Ferrell. 2016. Marketing. Boston: Cengage Learning.
Sedláček, Jaroslav. 2011. Finanční analýza podniku. Brno: Computer Press.
Seznam doporučené literatury
Dvořáček, Jiří, and Peter Slunčík. 2012. Podnik a jeho okolí: Jak přežít v konkurenčním prostředí. Praha: C. H. Beck.
Kotler, Philip, and Gary Armstrong. 2014. Principles of Marketing. Harlow: Pearson.
Kotler, Philip, John T. Bowen, and James C. Makens. 2014. Marketing for Hospitality and Tourism. Harlow: Pearson.
Pride, William M., and O. C. Ferrell. 2016. Marketing. Boston: Cengage Learning.
Sedláček, Jaroslav. 2011. Finanční analýza podniku. Brno: Computer Press.
Přílohy volně vložené
CD ROM
Přílohy vázané v práci
ilustrace, tabulky
Převzato z knihovny
Ne
Plný text práce
Přílohy
Posudek(y) oponenta
Hodnocení vedoucího
Záznam průběhu obhajoby
The student presented her thesis.
Q: What was the biggest obstacle to overcome during processing the bachelor thesis?
(The student answered well.) Q: Is the management going to apply some of your recommendations?
A: (The student answered well.) Q: What is the hotel´s main competitive advantage? How it can be used to bolster up its market position?
A: I think the main competitive advantage is its congress center, it's the biggest one in Olomouc. (The student answered well.)
Q, Pálka: I would like to ask about the other two hotels. Why did you skip them? How would your thesis change now?
A: When I was looking for competitors, I looked for the biggest capacity. The other hotel had less capacity. The last one I forgot, it was my mistake.
Q, Pálka: Did you analyze the center?
A: Yes. (The students answered well.)
Q, Pálka: What about the price?
A: Price of accommodation is the highest in NH. Their price list is not available on the website, it's their biggest weakness.
Q, Pálka: Shouldn't you suggest them to publish the price list on the website?
A: I think maybe... you need to write them an email that you want to book a room. Maybe they are afraid of customers that they would think it's expensive.
Q, Pálka: Can I find them on Booking?
A: Yes. But they have higher prices there.
Q, Pálka: If I write to the hotel, I would get a better price?