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Uvedení nového modelu Dacia na český trh / Marketing strategy for launch of new model Dacia Sandero on czech market

This thesis represents marketing plan and strategy formulation for launch of new model Dacia Sandero on czech market. Logical structure of this thesis is split into three parts. First part is focused on definition of used terms and metodology used in analytic part of the thesis. Following part is describing Dacia brand and Renault Czech republic to get all relevant information, which influences the brand it self. Last part starts with market analysis in european market context followed by portfolio analysis. Next part is focused on market and segment forecast and marketing mix specification. Last chapter is comparing the strategy from the thesis with real used strategy.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:162411
Date January 2013
CreatorsKvapil, Ondřej
ContributorsVávra, Oldřich, Jordák, Zbyšek
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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