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.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:264189 |
| Date | January 2015 |
| Creators | Červená, Pavla |
| Contributors | Lhotáková, Markéta, Cook, Gina |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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