Browsing by Author "Mlejnek, Michal"
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- ItemStudie distribučních kanálů se zaměřením na konkrétní výrobkovou řadu firmy UNIFARMA s.r.o., koncepce a návrhy pro další plánování.(Technická Univerzita v Liberci, 2008-01-01) Mlejnek, Michal; Hojsáková, DenisaFirst part of this study covers custom practice in the food supplement and pharmaceutical market. It shows it's special features and specifics, tries to describe the wholesale, retailing and customer targeted system of distribution channels and to analyze their pros and cons. Moreover it evaluates the activities of Unifarma, s. r. o. in this manner and seeks to find possibilities of the channel innovation including internal process support. In the second part there is market research, customer identification, competition comparison and product line Royal Plus review performed. Conclusions and opinions are summarized in the end of each part. This study should be an example of distribution channel evaluation including product portfolio analysis which is good to be compiled every now and then during product life cycle, so that missed opportunities could be avoided.