In this thesis there was created an external strategic analysis of feminine hygiene market in the Czech Republic. The given market was described and factors that affect it were defined. Subsequently, factors that influence the market the most were defined. Consumers of feminine hygiene were divided into five segments based on socio-demographic and behavioral characteristics. These segments are internally homogeneous and heterogeneous enough to each other so it it is possible work with them individually within the marketing strategy.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:197406 |
| Date | January 2012 |
| Creators | Musilová, Michaela |
| Contributors | Kincl, Tomáš, Hajdíková, Taťána |
| 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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