Analýza merchandisingových aktivit na trhu s cereáliemi

Abstract

The goal of the thesis was to determine the level of selected cereals merchandising company Nestlé and assess the availability of products, locations and presentation in selected retail units in the city of Ostrava and Orlová . In the first part of the mentioned characteristics of the market environment cereal Nestlé Česko s.r.o. In the theoretical part defines terms such as retail, shopping environment and Total Shopscore index , but also the theoretical background of merchandising. The practical part then is presented research methodology , including the method of data acquisition, which was based on the three-month observation. The following is an analysis of data and evaluation merchandising activities in selected stores. Based on results are presented proposals and recommendations that can improve the current merchandising stores. They recommended changes to improve product availability, location of the products in the store and its followed by a presentation, could result in an overall improvement in the promotion of Nestlé cereals in the retail.