Original title: Market Entry Strategy for LEDON Lamp GmbH
Translated title: Market Entry Strategy for LEDON Lamp
Authors: Bihelerová, Judita ; Karlíček, Miroslav (advisor) ; Mikulsky, Detlef (referee)
Document type: Master’s theses
Year: 2009
Language: eng
Publisher: Vysoká škola ekonomická v Praze
Abstract: The main goal of this thesis is to set up a vital and pertinent marketing strategy for LEDON Lamp GmbH to enter the UK market with its innovative product. In order to approach the problem correctly, a review of the existing theoretical literature was performed, based on which a thorough secondary and primary research was carried out. The findings include a detailed description of LEDON Lamp GmbH and the UK market, the characteristics of the main competitors, their products and other competing technologies, the possible distribution channels and it also includes a part dealing with the characteristics of British consumers. Furthermore, the research findings are analysed using the tools introduced in the theoretical part of the thesis. Based on those findings and the analysis performed, a market entry strategy and a complete marketing mix are introduced.
Keywords: Market entry; Marketing Strategy; UK market; Marketingová strategie; UK market; Vstup na trh

Institution: University of Economics, Prague (web)
Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/24859

Permalink: http://www.nusl.cz/ntk/nusl-76323


The record appears in these collections:
Universities and colleges > Public universities > University of Economics, Prague
Academic theses (ETDs) > Master’s theses