This thesis represents marketing plan and strategy formulation for launch of new model Dacia Sandero on czech market. Logical structure of this thesis is split into three parts. First part is focused on definition of used terms and metodology used in analytic part of the thesis. Following part is describing Dacia brand and Renault Czech republic to get all relevant information, which influences the brand it self. Last part starts with market analysis in european market context followed by portfolio analysis. Next part is focused on market and segment forecast and marketing mix specification. Last chapter is comparing the strategy from the thesis with real used strategy.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:162411 |
| Date | January 2013 |
| Creators | Kvapil, Ondřej |
| Contributors | Vávra, Oldřich, Jordák, Zbyšek |
| 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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