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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Strategy for introducing a new product on the market at Vitana, Inc.
 Chládek, Petr ; Stříteský, Václav (advisor) ; Burian, Antonín (referee)
The thesis aims to identify the strategic points and the steps that must be observed to ensure that the new product introduced to the market will be successful. In the text some general background to innovating is discussed, the process of product development ending with introduction to a market. In the applied section the market situation is outlined and the position of Vitana is determined. There are two products thoroughly analyzed -- with diametrically opposed success. For this purpose an analogy to the theoretical part followed by the instruments of the marketing mix is proceeding. For both products, the processes of launch are described in detail and the steps which brought about or hindered the desired result are identified. In conclusion it is defined whether in this case the typical causes of failure in innovation apply.
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2 Burian, Alois
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