Využití vícekriteriálního rozhodování při zavedení nového produktu v maloobchodě

Abstract

The thesis is focused on multiple criteria decision making usage within the new product introduction in retail. The objective of the thesis is to define key aspects of introduction and find out the potential drawbacks of the process in chosen retail stores. The two research methods are used in the thesis - AHP and observing. Combination of these methods enabled to identify particular criteria of the introduction process and their importance and revealed problem areas, which should be further taken into account by retail management. The performed research has found, that the most important criterion of the introduction process in retail stores is the position of a new product on a shelf in category. Drawbacks of the process were observed in almost every subcategory and they are closely described in the thesis. Finally, based on the data and contexts, recommendations were designed. By these recommendations the introduction procedure could be optimized and consequently better sales results achieved.