Průnik výrobku na nové trhy – malý komunální stroj

Abstract

This master´s thesis deals with the methodology of market segmentation with using the marketing mix. In the first part is characteristic of the enterprise VOP CZ, s. p. The second part focuses on the theoretical basis of penetration into new markets, including market segmentation and marketing mix theory. Based on the theoretical background is made to identify individual elements segmentation method followed by "checkerboard shape", which is concluded the formulation of the marketing mix to penetration into new markets. The master´s thesis is concluded with project formulation and evaluation of work followed by a proposal input as appropriateness to the individual quadrants of segmentation.