The main goal of this diploma thesis is to make a complex analysis of breakfast cereals market in the Czech Republic in retail. The goal is accomplished by using combination of retail audit data and primary data from own research in retail. Theoretical part provides information about retail market and helps with understanding of its significant area and research methods. Research part starts with evaluation of the situation on the Czech retail market. Then the analysis is focused on breakfast cereals market where it starts on the macro level with analysing main specifics of the market such as its evolution in last years, its seasonality, evaluating the main segments, competitors and private labels. Then the analysis is aimed at the most important attributes of the market.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:201772 |
| Date | January 2015 |
| Creators | Klofát, Vít |
| Contributors | Vávra, Oldřich, Müllerová, Lucie |
| 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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