The aim of the thesis is to analyse the product range manufactured by the company TON, which is a traditional Czech producer of bent wood furniture and especially chairs. The company TON has managed to maintain its position in the market for long 150 years, mainly thanks to the sensitive perception of changes in customer needs and adapting its product portfolio meeting them. In the theoretical part of the thesis are defined the basic concept of the marketing mix, product mix and described the methods and analysis as SLEPT analysis, Porter analysis, Portfolio analysis and Pareto analysis, which are then used in the practical part of the thesis. Based on the analysis there are formulated the conclusions which give recommendations on optimizing the product range and on effective use of certain elements of marketing mix for placing the product portfolio on target markets.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:73609 |
| Date | January 2010 |
| Creators | Koutská, Jitka |
| Contributors | Vávra, Oldřich, Stříteský, Václav |
| 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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