This thesis deals with a new trend and a marketing tool -- collective buying. The aim of the work is to describe this trend from two different perspectives and to provide a short-term forecast. In the theoretical sections, we give overview of the history of collective buying, basic terms from the field, and the current situation in the Czech Republic and worldwide. We continue with sections describing the operations of a specific company from the field, BonyBony, which entered the market in September 2010. Author of this thesis has been employed in the company since its founding. In these sections we describe basic operation of the company, marketing tools used and advantages over the competition. The future of companies dealing with collective buying is uncertain; many of them are in red numbers. The last part of this work therefore tries to project the short-term forecast for this company using expert view based on the data acquired from a survey.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:85129 |
| Date | January 2011 |
| Creators | Halásová, Lenka |
| Contributors | Zamazalová, Marcela, Bečková, Zuzana |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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