Pozice luxusních módních značek na českém trhu
Loading...
Date
2015-10-30
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Diplomová práce se zabývá analýzou tržního postavení českých luxusních módních značek v porovnání se zahraničními luxusními značkami na českém trhu. Analýza je prováděna na vzorku vybraných značek Louis Vuitton, Dior, Klára Nademlýnská a Beata Rajská.Diplomová práce je rozdělena na dvě části, na teoretickou a praktickou. Teoretická část se zabývá problematikou konkurence, konkurenčních strategií a nástrojem pro porovnávání firem, benchmarkingem. Dále je představen pojem luxus a luxusní značka s jejich specifiky především v marketingu.V praktické části je zhodnocena pozice vybraných firem pomocí benchmarkingu, následuje marketingový výzkum, kde se zjišťuje důvěra a vnímání jednotlivých vybraných značek. Za využití benchmarkingu a marketingového průzkumu je posouzena tržní pozice všech čtyřech vybraných značek na českém trhu a navržena strategie na vylepšení pozice českých luxusních módních značek.
The diploma thesis deals with the analysis of the market position of Czech luxury fashion brands in comparison to foreign luxury fashion brands. The analysis is performed on a sample of four selected brands Louis Vuitton, Dior, Klára Nademlýnská and Beata Rajská.The diploma thesis is divided into two parts, theoretical and practical. The theoretical part deals with the problems of competition, competitive strategies and a tool for comparison of companies benchmarking. The concepts of luxury and luxury brands with their specifics mainly in marketing are also introduced.The practical part contains the evaluation of the position of selected brands first through the benchmarking tool, then with the help of market research, which examines the trust and perception of individual brands. Through these methods is considered the market position of all four brands on the Czech market. In connection to that a strategy is designed to improve the position of Czech luxury fashion brands.
The diploma thesis deals with the analysis of the market position of Czech luxury fashion brands in comparison to foreign luxury fashion brands. The analysis is performed on a sample of four selected brands Louis Vuitton, Dior, Klára Nademlýnská and Beata Rajská.The diploma thesis is divided into two parts, theoretical and practical. The theoretical part deals with the problems of competition, competitive strategies and a tool for comparison of companies benchmarking. The concepts of luxury and luxury brands with their specifics mainly in marketing are also introduced.The practical part contains the evaluation of the position of selected brands first through the benchmarking tool, then with the help of market research, which examines the trust and perception of individual brands. Through these methods is considered the market position of all four brands on the Czech market. In connection to that a strategy is designed to improve the position of Czech luxury fashion brands.
Description
Subject(s)
konkurence, konkurenční strategie, benchmarking, luxus, luxusní značka, tržní pozice, marketingový výzkum, competition, competitive strategies, benchmarking, luxury, luxury brand, market position, market research