Analýza merchandisingu na trhu s instantními polévkami

Abstract

The bachelor dissertation focuses on analysis of merchandising on the instant soup market. The introduction presents the most important manufacturers and brands of instant soups on the Czech market. There are several differences between manufacturers in terms of strategy and presentation of their products. Furthermore, the impact of macroenvironment on the soup market is also considered. In order to obtain the data and analyze merchandising on the specific market, I used the method of observation, which appears to be the most appropriate for this problematic. Several shops/supermarkets were chosen and visited, and all the data related to merchandising problematic were registered in the observation form. In the analytical part, the reader can learn about the differences in frequency and methods of displayed brands in various shops/supermarkets. The conclusion summarizes the gathered information and offers suggestions and recommendations for manufacturers. It also shows how the company status on existing market can be improved and how to communicate as effectively as possible with customers by using instruments of merchandising. This part can be very helpful for key account managers.