Zavedení nové produktové řady v potravinářském podniku

Abstract

The thesis is focused on the analysis of the process of launching new products in the food enterprise and determines the profitability of having regard to the length of the life cycle of the product. The analysis has been prepared on the fundamentals of supporting documents provided by the company, GOLD SPICE s.r.o. Using PESTE analysis, design of the marketing mix, SWOT analysis have been described factors, which operates on the firm and basic characteristics of new introduced products. Prediction of sales, costs and profit, but also break-even point analysis and life cycle of products has been detected profitability of this process. In the last part of project are accumulated proposals and recommendations for the successful introduction on the market of free flowing condiments.