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Analysis of EVONA a.s. product range
Švadlenková, Veronika ; Boučková, Jana (advisor) ; Procházková, Markéta (referee)
This master's thesis is focused on analysis of EVONA a.s. product range, which is manufacturing company. Aim of this study is to analyze the range of underwear, thermal underwear and hosiery and then to propose optimization measures. The theoretical part is devoted to methods which focus on analyzing the marketing environment and product mix. In the practical part, internal company data of EVONA a.s. served to analyze the product range by using Boston Consulting Group matrix and General Electric Business matrix. To illustrate the situation a survey was carried out and it helped in the final recommendations of the product range.
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Optimalizace sortimentu ve firmě Pfanner
Juračková, Lucie ; Vávra, Oldřich (advisor) ; Šťastný, Mojmír (referee)
The diploma thesis focuses on the product assortment analysis of the company Pfanner, spol. s r.o. which delivers fruit drinks and other food products on the Czech market. Several criteria are taken into acount when evaluating the company's product mix: the development of sales from volume as well as value point of view, profitability, effectiveness and function of the products within the product assortment. The final assessment and recommendations are made focused on these analyses and then, a product strategy is suggested to improve the company's performance on the market.
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Marketingový mix vybrané firmy
Čapek, Michal ; Bursíková, Marcela (advisor) ; Lenk, Jiří (referee)
Tématické zaměření práce je marketing malých a středních firem. Práce se zabývá konkrétní malou firmou, která se aktuálně potýká s odlivem zákazníků a poklesem tržeb. Autor analyzuje marketingový mix firmy a v něm hledá možné příčiny nepříznivého stavu. Použití nástrojů MM hodnotí a navrhuje možné změny, které by firmě pomohly oživit zájem zákazníků.
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