Zavedení nového produktu na trh
Loading...
Date
2017-02-02
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Tato bakalářská práce se zabývá zavedením nového produktu na tuzemský trh. Je zaměřena na výrobek Gentleman Sock pánské elegantní luxusní ponožky a problematiku spojenou s jeho vstupem na trh. Teoretická část popisuje postup zavedení nového výrobku na trh, objasňuje SWOT a STEP analýzu, marketingový mix a jeho strategie a dělení logotypů. V praktické části se přistupuje k popisu firmy, analýze relevantních konkurentů a logotypů a samotnému procesu zavádění produktu na trh. Cílem práce je zmapování trhu, provedení SWOT a STEP analýzy a vypracování návrhu, jak produkt úspěšně zavést na trh včetně definování cílového zákazníka.
This thesis deals with a new product launch into the domestic market. The focused product is Gentleman Sock - elegant luxury socks for men - and the issues associated with its entry into the market. The theoretical part describes the process of launching a new product into the market, explains SWOT and STEP analysis, the marketing mix and its strategies and logotype division.In the practical part, the description of a company, analysis of relevant competitors and logotypes and the very process of launching a product into the market is approached.The aim is to map out the market, performing SWOT and STEP analysis and drafting a successful product launch into the market, including defining the target customer.
This thesis deals with a new product launch into the domestic market. The focused product is Gentleman Sock - elegant luxury socks for men - and the issues associated with its entry into the market. The theoretical part describes the process of launching a new product into the market, explains SWOT and STEP analysis, the marketing mix and its strategies and logotype division.In the practical part, the description of a company, analysis of relevant competitors and logotypes and the very process of launching a product into the market is approached.The aim is to map out the market, performing SWOT and STEP analysis and drafting a successful product launch into the market, including defining the target customer.
Description
Subject(s)
Strategie, SWOT analýza, STEP analýza, marketingový mix, produkt, distribuce, cena, komunikace, zákazník, logotyp, Strategy, SWOT analysis, STEP analysis, marketing mix, product, distribution, price, communication, customer, logotype