The thesis focuses on marketing strategy of Storck when launching a new product to the Czech and Slovak market. At the beginning the parent company and its Czech subsidiary are introduced together with their production capacities and products. In the next part, there is an analysis of Czech confectionary market and wafer and biscuit market as well as comparison of Czech and Slovak wafer market. In the practical part, there is description of marketing strategy of Storck and application of particular elements of the marketing mix. At the end the marketing strategy is evaluated and suggestions for further communication are made.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:16578 |
| Date | January 2009 |
| Creators | Poledňáková, Lucia |
| Contributors | Zamykalová, Miroslava, Hnidák, Jakub |
| 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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