|
|
Inovace v rámci komoditní vertikály čerstvých rajčat na francouzském trhu
Matušková, Eva
Matušková, E.: Innovation within the framework of the commodity vertical line of tomatoes on the French market Master's thesis. Brno, 2015 This Diploma thesis deals with the sector of fresh tomatoes on the French market. The thesis is focused on the issue of tomato quality and describes various factors having an impact on the quality of tomatoes. The theoretical part presents the fundamental characteristics of the industry and examines the structure of investigated commodity chain and the relationship between the individual factors. Last but not least, the first part also looks into tomato quality and various procedures of its certification. The second part of the thesis deals with the characteristics of the structure of cultivars currently proposed at the French market's supply. Furthermore, it explains various factors influencing the quality of the final product and describes different chains of events that may occur throughout the entire production process. The investigation of the chosen issue was based on a series of interviews with experts in the field. The collected data were analyzed through a framework of the analytical grid. The main conclusion of this study is that the problem of collective reputation of the product reveals itself to be crucial in this matter. The last part of this thesis examines the application of the labeling policy as a possible solution for making the French tomato market more transparent and to limit the decrease of tomato quality. The collected data can be further used to assess the future development as well as anticipate the possible forthcoming mutations of the fresh tomato market in France.
|
|
|
Marketing Strategy of the company Plzeňský Prazdroj a.s. on the French Market
Křečková, Alena ; Machková, Hana (advisor) ; Štěrbová, Ludmila (referee)
The diploma thesis analyzes the marketing strategy of the company Plzeňský Prazdroj a.s. The first part of the study deals with an analysis of privatization in the nineties, a characteristics of the current owner, SABMiller plc, and description of each brand of the product portfolio. The second chapter focuses on the analysis of international marketing strategy of the company. The subject of the third chapter is an analysis of the French market. The final chapter describes the marketing strategy of the company Bieres d Europe, which is, like Plzeňský Prazdroj a.s., a subsidiary of SABMiller plc.
|
|
| |
guest ::
