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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Market research of the window market
 Havlanová, Jana ; Bártová, Hilda (advisor) ; Haindl, Zbyněk (referee)
The aim of my master thesis is an overall analysis of the window market in the Czech Republic and determining the main characteristics of this market. In the description of the Czech window market I focus on the analysis of market players, who are forming the microenvironment. I describe the effects of macro environment and it's expected developments. SWOT analysis reflects the individual strengths and weaknesses of the Czech doors manufactures, and also the opportunities and threats which can concerns to the market of hole fillings. Market potential, market capacity, market saturation and market share of the Company Window Holding a.s.. are the main market characteristics that we find (přehodit slovosled). The forecast of the future development of the market potential is of the medium-term: until 2013. In my master thesis I'm using the marketing research and market research. Primary data are obtained by observation and questioning. The future development of disability have used educated guesses. To sum up, the aim of my master thesis was fullfiled. The conclusion of my work is the stagnation of the window market.
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Launch of a new brand into commodity market
 Haindl, Zbyněk ; Postler, Milan (advisor) ; Cimbálníková, Eva (referee)
My thesis focused on the launch of new brand into commodity markets. Analysing the case study "Nestlé Coffee-mate launch into Czech and Slovak Republics" the thesis created the strategy of entering the market commonly valid for branded goods fighting the increasing power of the private labels. The main goal of the thesis was (not) to recommend Nestlé Česko, s.r.o. to enter Czech and Slovak markets. I made up particular marketing mix studying the commodity market of powdered coffee creamer category in connection with the consumer. Consequently I proposed communication strategy and communication mix. To verify the launch itself I used market test called minimarkets. Minimarkets actually took place at the end of 2008. The market test resulted into my recommendation not to launch Coffee-mate into Czech and Slovak Republic. Key indicators and expectations, so much important for the success of the launch iteself, have not been met during the testing. However, due to the methodologies selected within the thesis, the strategy how to enter the commodity market seems to be applicable onto different commodity categories. Therefore it may be used as a hint during a planning process for new competitive strategies of various brands defending themselves from the private labels.
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