This diploma thesis is concerned with the issue of marketing strategy for launching a new product. The objective of the thesis is to review steps connected with the launch of new cider Kingswood into the Czech market. The visions of the marketing strategy are compared with the outcome of the consumer research and situation analysis in the field of cider production and sales in the Czech Republic. Conclusions are summarized by SWOT analysis which describes the situation of product Kingswood and forms possible actions and heading of its marketing strategy.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:200121 |
| Date | January 2012 |
| Creators | Vrbská, Lucie |
| Contributors | Halík, Jaroslav, Gebrt, Marek |
| 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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