| Abstract [eng] |
The aim of the Master thesis is to formulate a theoretical model of competitive advantage acquisition and to validate it empirically on the example of trade company after theoretical analysis and generalization of the strategies of competitive advantage acquisition has been done. The Master thesis consists of four parts. The first part of the Master thesis reveals the conception of competitive advantage and its sources, analyses and generalyses the strategies of competitive advantage acquisition and competitiveness. The analysis of the strategies of competitive advantage acquisition and competitiveness allows to maintain that both in international and home market it is essential for the company to be distinguished by unique advantages and abilities as well as to make certain of guarantees from the consumers viewpoint which would be difficult and expensive to imitate for competitors. Competitive advantage can be gained by applying Porter common strategies: cost leader, differentiation and concentration on costs or differentiation. Kotler and Keller distinguishes between market leader, pursuer, follower, niche filler strategies and offers actions for their implementation. To defeat stronger competitors , Yoffie and Kwak analyses „Judo“ strategy and its implementation measures, which wouldn‘t allow the competitors to act at a full strength. In the second part of the Master thesis a competitive advantage acquisition model embracing case analysis, segmentation, target market determination and positioning has been formulated on the basis of theory studies of competitive advantage acquisition . The third part of the Master thesis competitive advantage acquisition model is empirically validated on the example of Joint Stock Company “Heliopolis”. The Fourh part provides the conclusions and recommendations. |
