Vinea is a traditional Slovak brand of grape-flavoured non-alcoholic beverage. It is owned by one of the largest producers of soft beverages in Central Europe - Kofola Group. Kofola is expected to launch the brand in the Czech market in the near future. This thesis deals with identification of Kofola's current position on the market and with formulation of an advisable launch strategy for Vinea. An online survey was used in order to acquire information necessary to formulate the strategy. The survey results can be found in the thesis. The theoretical part of the thesis contains a description of the most commonly used theoretical concepts related to situation analysis, strategies and brandbuilding.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:15737 |
| Date | January 2009 |
| Creators | Šušnyák, Viktor |
| Contributors | Vávra, Oldřich, Koudelka, Jan |
| 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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