Analýza tržní pozice značky na trhu s vínem

Abstract

The thesis deals with the existence of a large number of competitors on the market in wine. Consequently, Templářské sklepy Čejkovice - a company active on this market – does not know how it is evaluated by consumers and what position it has among its competitors. Therefore, the thesis aims at identifying how the company is perceived by the consumers, what its brand awareness is, and who its major competitors are. Relevant answers were obtained by asking questions and through questionnaires placed in wine bars.