Zhodnocení cenové strategie výrobního podniku

Abstract

Thesis is an evaluation of pricing strategies in manufacturing companies. The aim of this work is to evaluate pricing strategies, which is currently used in the company, will be carried out to assess whether the current strategy is not competitive enough and whether the price level of the product is focused on customer needs. The theoretical part defines basic concepts and procedures, which are then applied in the practical part. The practical part includes a description and appreciation of its current pricing strategy. Subsequently, the mapping is done using Porter's competitive model of five competitive forces. In the next subsection is carried out comparisons of price levels in the company's main competitors in the market. Subsequently, the Dutch conducted a test of price sensitivity. The conclusion is made a summary of the thesis and recommendations designed to improve the current situation in the company and the conclusion.