Posouzení vstupu na trh s novými produkty ve společnosti LANEX a.s.

Abstract

The aim of this diploma thesis is decision about enter on the market with fitness products in the company LANEX a.s. At the beginning is done strategic SWOT analysis of company for entry to this market and then follows define possible portfolio products. From suggest portfolio of products is selected the best and the most appropriate product for company Lanex, a.s. Next part is questionnaire survey, which is using for evaluation of possible entry to the market with this product and after that is done marketing mix for this product. All the results of diploma thesis are commented and at the end is evaluation of possible enter to the market.