Competitive intelligence (CI) helps company to make right strategic decision in uncertain competitive environment. Many companies do different kinds of marketing research, but still have not adopted CI tools yet, especially in those countries where they have just started to implement instruments of free market economy. This could be related to Russian situation. The thesis is organized into three chapters. Competitive intelligence theory is explained in the first chapter. In the second chapter tools and techniques of competitive intelligence are discussed. Here the main tools are explained. Implementation of competitive intelligence tools is explained in third chapter of this thesis. Here we see developing new marketing strategy for restaurant chain by using competitive intelligence tools. 'Rosinter Restaurant Holding' is a leading casual dining chain operator in Russia. The main focus is made on 'Planet Sushi' restaurant chain in Omsk region. In this chapter we see implementation of competitive intelligence tools in marketing department while creating new strategy.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:18018 |
| Date | January 2009 |
| Creators | Matsenko, Olga |
| Contributors | Král, Petr, Cook, Gina |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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