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In my thesis, I focus on describing the Ahold company and it's effects on the market of the Czech republic. In the first part, I deal with the history and structure of the firm. I also evaluate the aspects of the market in the time of the firm entry. I examine the shopping atmosphere of Albert and Hypernova. I studied the reactions of it's typical customers by the questionnaire, that helped me along with the SWOT and financial analysis to find out the condition of the firm in the strongly competitive environment. In the end I assess the strenghts and weaknesses of the firm and from the opportunities and threats, I try to find an optimal solution for the firm in the future.

My bachalor's thesis compares the shopping atmosphere in Tesco and Hypernova hypermarkets, evaluates its elements and mentions ways of its improvement. In the theoretical part I explain the elements of shopping atmosphere and describe their use. At the beginning of the analytical part I introduce companies Tesco and Royal Ahold then I describe my research in particular Tesco and Hypernova sales units. In the conclusion I evaluate the research and enclose improvement suggestions.