This diploma thesis presents theoretical knowledge of entrepreneurship and innovation in services, including the theoretical basis of implementation of franchising. The studied subject of the thesis is the franchising system EXPRESKA which focuses on fitness services for women and selling of franchising licence.
The thesis examines the external environment of the studied system using the STEP analysis and the analysis of competition in the industry. Rentability of the system is then validated through financial analysis. For the purpose of examination of the internal environment in the primary inquiry, the author of the thesis uses questionnaire and the method of mystery shopping. Based on the evaluation of the primary inquiry and the analysis of the external and the internal environments of the examined system, the author elaborated a proposal to differentiate the product for the system, namely a product innovation of functional training.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:262977 |
| Date | January 2017 |
| Creators | Tošnerová, Monika |
| Contributors | Vokáčová, Lucie, Pavla, Pavla |
| Publisher | Česká zemědělská univerzita v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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