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Adaptace marketingové strategie firmy Jacoby pro český trh / Adaptation of the Jacoby Company marketing strategy on the Czech market

Despite the negative effect of the global financial crisis the Czech market with organic food is growing rapidly. In the past ten years the consumption of organic food increases as well as its product line. The label bio covers almost every kind of food. There has been also an increase in awareness concerning the organic food and people start asking questions about the origin of the food. Organic food is no more the issue of a narrow group of consumers, but it is going mainstream now. The main goal of this thesis is to analyse the specificities of Czech market with organic food which will help the Jacoby Company to adapt its marketing strategy on Czech market with organic food and beverages. The main tools of the thesis are the research of the purchase behaviour of Czech customers and the research of competitive organic beverages in the main retail chaos in Czech republic.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:16524
Date January 2009
CreatorsTůma, Lubor
ContributorsKrál, Petr, Bockstefel, Jan
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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