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Product assortment decisions in online retail
Kšíkal, Daniel ; Mejdrech, Vlastimil (advisor) ; Koliš, Karel (referee)
This thesis deals with the topic of category management in online retailing. Its goal is to identify the assortment factors that affect a company's financial performance. The result of the thesis work is a model applicable in strategic decision making on assortment. The first part consists of basic concepts of retail, marketing and strategic management. The purpose of this part is to provide the reader with the theoretical background for the following practical part. The research for the practical part is conducted on the basis of interviews with experts in the field and the author's own research in business. Each chapter presents a group of metrics that are based on analysis of business data in online retail market. Metrics describe the specific features of a product category and their impact on a company's revenue or costs. Each metric comes also with an assessment of the given category based on business data. The aim of the thesis is to give a comprehensive overview of assortment decision making. The thesis should also help the reader gain basic knowledge useful for managing an online retail store.
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Analysis of product assortment
Tobiaš, Marek ; Vávra, Oldřich (advisor) ; Neupauerová, Patricia (referee)
This theses describes marketing and its importance for business, it also describes marketing environment and marketing mix with its ingredients. These theoretical bases are applied afterwards in the practice part of theses, which is focused on ice-cream market in Czech Republic. Analytical part also contains brief characteristic of Algida products on Czech market, their relation to competitors and public.
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Optimalizace sortimentu ve firmě Pfanner
Juračková, Lucie ; Vávra, Oldřich (advisor) ; Šťastný, Mojmír (referee)
The diploma thesis focuses on the product assortment analysis of the company Pfanner, spol. s r.o. which delivers fruit drinks and other food products on the Czech market. Several criteria are taken into acount when evaluating the company's product mix: the development of sales from volume as well as value point of view, profitability, effectiveness and function of the products within the product assortment. The final assessment and recommendations are made focused on these analyses and then, a product strategy is suggested to improve the company's performance on the market.
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