This Diploma Thesis focuses on a new alcoholic product in the Czech Republic - Jack Daniel's Tennessee Fire. It examines its popularity amongst consumers, its relation to other products in the range of the brand and to the main competitors of the other brands. For better interpretation of the results there is a questionnaire research. The aim of this work is the image analysis of this product in the Czech market and to offer potential recommendations for the brand in the future which come out of the own author's analysis and the results of the research.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:261753 |
| Date | January 2015 |
| Creators | Papoušek, Jiří |
| Contributors | Postler, Milan, Vácha, Pavel |
| 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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