Cenová politika a strategie firmy Porgest a.s.

Abstract

This bachelor thesis focuses on analyzing the pricing policy and strategy of Porgest a.s., with particular emphasis on the methodology used for determining prices in both standard and custom-made production. The theoretical part outlines the principal pricing approaches and strategic elements of pricing policy. The practical part assesses the company's current pricing practices, evaluates their effectiveness, and proposes possible improvements. The findings confirm the effectiveness of the existing methods, while also identifying opportunities for enhancing margin structures and applying benchmarking tools for systematic comparison with market competitors.