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National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
The choice of marketing strategy during introduction of a new product to the market
 Nováková, Kateřina ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
In the theoretical part of my thesis I am dealing with marketing planning, segmentation, targeting and positioning of a product in general. Further the marketing tools such as price, product, distribution and communication are introduced. The new chosen product cider is described together with its history, production and all famous cider brands around the world. The analytical part is introduced by the market survey, by the choice of a suitable supplier (cider making company located abroad) and by the analysis of the competitors. Finally the target group is presented together with the creation of the marketing mix for this particular product.
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