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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Marketing strategy of the company Vitana, a.s.
 Šafaříková, Petra ; Postler, Milan (advisor) ; Kovářová, Irena (referee)
This thesis deals with the marketing strategy of the Vitana company during the launch of the new product line Natur on the Czech market. Its goal is to provide suggestions to the marketing strategy in order to improve the current situation of the product line. Theoretical part discusses fundamental marketing terms that are necessary for understanding the practical part. Furthermore, the company history, product portfolio and the position of Vitana in the Czech food market are described. Crucial part is dedicated to the launch of Natur in the Czech Republic, analysis of its current situation and the research. In conclusion, the research results are presented along with the recommendations and suggestions for improving the current marketing strategy.
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