The aim of the thesis is to present a correct way of proper child nutrition under three years of age, describe the baby food market and trends in this category. Then, apply the theoretical knowledge of the marketing mix to one of the strongest players in the baby food market, the company Nutricia. In conclusion, using the results of the research, suggest for this company marketing recommendations . The thesis is divided into two parts - theoretical and practical. The theoretical part describes the proper child nutrition from birth to three years of age, components of the marketing mix and competitive enviroment. In the practical part, the baby food market in the Czech Republic, the trends in this category, market competition, the company Nutricia and its marketing mix are beying suscribed. The practical part has its own research. At the end of the work the hypothesis are confirmed or disproved and marketing recommendations for Nutricia are made.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:196543 |
| Date | January 2013 |
| Creators | Žižková, Veronika |
| Contributors | Halík, Jaroslav, Procházka, Lukáš |
| 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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