Marketingový výzkum nových tržních příležitostí kusové strojírenské výroby

Abstract

The thesis is focused on the single-part engeneering production in the segment of the supply of spare parts for railway rolling stock. The work includes theoretical and practical parts. The theoretical part is the methodological basis for processing of segment marketing analysis and marketing research to ensure appropriate product mix to increase competitiveness. The work was compiled in terms of Freso comp. Ltd. Finally, the practical part is to assess the current situation of the company and find new market opportunities. Work results in a recommendation to expand the product portfolio, which should become a competitive advantage.