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Competitive Intelligence
 Mikuš, Ondřej ; Karásek, Jan (referee) ; Bartes, František (advisor)
The diploma thesis focuses on the practical use of competitive intelligence, a method increasingly used to support decision making nowadays. The essential key principle is based on collection of precise data and their thourough analysis. The obtained information gives a comprehensive overview of the competitor analysis. The acquired knowledge of the competition is important for company's strategic decision-making processes. At the beginning the thesis gives a theoretical background on different means of data collecting including the ethic kodex. Folowing is the identification of the modern sources of information. Further, various methods and approaches of competitive intelligence are described. And the theoretical background on competitive strategies and their impact on the market wraps up the theoretical part of the thesis. The method is applied to create departmet of competitive inteligence for the company. Then the various options for further go to market activities are described and the scope of cooperation with selected customers is evaluted. The thesis describes the competitive intelligence advantages and the possible ways of aplications for the competitive strategy. At the end, the recommendations for the management of the company are summed up.
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