Η μελέτη πραγματεύεται το λανσάρισμα στην αγορά ενός νέου προϊόντος μέσω επέκτασης μάρκας. Συγκεκριμένα, γίνεται μια έρευνα αγοράς, κατά πόσο οι καταναλωτές ενδιαφέρονται ή όχι να αγοράσουν το νέο προϊόν που προτίθεται η εταιρία EΒΓΑ να κυκλοφορήσει, το κρουασάν FOLIE με επικάλυψη τη σοκολάτα του παγωτού STATUS. / This study is about launching a new product in the market through brand extension. Particularly,it is a market survey, whether the consumers are interested in buying the new product that EVGA company is planning to release or not.This product is the croissant Folie covered with real chocolate of the STATUS ice-cream.

The aim of this Master's Thesis is to set up an initial business plan of the ice cream shop in the busy touristic area of the capital city of Prague. The thesis is divided into two parts: theoretical and practical. The theoretical part deals with the analysis of the small and medium enterprise segment in the Czech Republic and the local entrepreneurial environment in comparison with other European countries according to regularly compiled international reports. Additionally, an analyses of specific consumer behaviour will be carried out. The end of the theoretical part introduces the generally recommended structure of a business plan describing closer its respective parts. The practical part applies this structure into practise based on the example of the initial business plan in the traditional ice cream branch. The plan presents a new concept of selling the ice cream including the supplement products. It strives to reflect the up-to-date market needs which were revealed through the conveyed market research. The output of this thesis presents the conclusion regarding the feasibility and attractiveness of this contemplated project that can subsequently serve as a material for the internal management.