Tvorba cenové strategie bezpečnostního produktu pro motoristy

Abstract

The aim of the thesis is creation of a pricing strategy, which the company 4SafeDriving ltd. should choose to enter the market with its new safety product for motorcyclists. A second, partial aim is to identify and define the target customer, which the company 4SD should focus in the future. First part, the characteristics and the theories, is developed using secondary data (personal consultations with company owners, reference books). Second part is based on marketing research, which was conducted by Focus group with using questionnaires. The results of this research have been used to evaluate the proposals and recommendations that are focused on the successful pricing of entering the market and a suitable choice of a target of customers group.