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|Language of final thesis:||Slovak|
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|Title of the thesis:||ANALYSIS of COMPETITION and MARKETING ENVIRONMENT by the CERTIFICATION BODY QSCrt, LIMITED LIABILITY COMPANY|
|Summary:||ABSTRACT When a company carries out a competition analysis, it may use two basic groups of information: own information sources (i.e. information published by the competition itself) and foreign information sources. Information forms the basis for market analysis and for the development of marketing strategy and marketing plan as well. Public own information sources include e.g. advertisements, printing media and exhibitions. Books, articles and management reports form public foreign information sources. Special own information sources are licences, seminars and catalogues. Special foreign information sources consist of information provided by suppliers, specialized publications, customers and employees of the competition. Every of the sources mentioned above is a wealth of information concerning company's competitors. The way in which competition tries to portray itself in the public, e.g. by publishing vacancy announcements that may also provide some useful information on competitors, constitutes a rich information source as well. Sometimes competitors may present information in order to achieve a certain objective: they want either to make it clear what their sphere of influence is, or misinform. This information is analyzed by experts on capital market and decisions they take on the basis of such an analysis may strengthen the position of companyś shares on capital market. Information available on the market is often intended to form employees'relationship to their company, to change their attitude to it, or make them see the company from a different angle. Companies which do not follow information about their competition do not sufficiently protect their own sphere of influence. Information on competitors' potential as well as their strong points and weak spots not only helps the company to gain greater competitive advantage, and thus react more quickly to competition's policies, but also enables company's management to find new business opportunities of which the company may take advantage. It is the analysis of competition's current objectives, developments as well as resources and potential which is absolutely necessary if the company wants to know future plans and strategies of its competitors. The analysis of and the information provided by banks, advisory and consulting companies, advertising agencies, investment companies and other consultancy companies used by the competition may also give the company some hints about future policies of its competitors.|
|Key words:||analysis, competition, marketing environment|
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