Zhodnocení výrobkové strategie nápojové firmy

Abstract

The thesis discusses the problems of evaluation of product strategy beverage company, which operates in the industrial sector. In the theoretical part of the basic concepts that bind and relate the strategies and methods for its evaluation. The practical part is selected enterprise and characterized by Porter's five forces analysis is analyzed in its competitive environment. To evaluate the product strategy is used for portfolio analysis - BCG matrix, which showed the position of each product in the enterprise and the marketplace. An analysis of the product life cycle curve was created life. Finally, the results of each analysis are summarized and suggested recommendations.