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Marketing Strategy of KOH Coconut in the Czech Republic / Marketingová strategie KOH Coconut v České republice

This thesis inquires marketing strategy of a new beverage brand in the Czech market. By reviewing a relevant literature and reports it helps to understand theoretical concept of creating a marketing plan and its steps. The core of the theoretical part is external and internal situational analysis of the market, customers and a marketing mix. This theory is later applied at the specific case of KOH Coconut brand and its potential launch in the Czech Republic. KOH Coconut is a Taiwanese coconut brand featuring coconut water beverages and other coconut products.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:264189
Date January 2015
CreatorsČervená, Pavla
ContributorsLhotáková, Markéta, Cook, Gina
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageEnglish
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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