The thesis focuses on the entire process of the launch of the new product FIAT 500 NUOVO into the Czech market. In the introduction is presented the parent company FIAT S.p.A and the subsidiary company FIAT ČR. After initial part follows the characteristics of the car industry and market evolution emphasising the new product's market position. The other two parts of the thesis include the theoretic possibilities of marketing strategies and their practical implementation. The conclusion comprises the evaluation of implemented methods and furthermore presents the proposal for their optimalization.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:15913 |
| Date | January 2009 |
| Creators | Buřičová, Klára |
| Contributors | Zamykalová, Miroslava, Králová, Šárka |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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