Odhalení tržní příležitosti v konkrétním segmentu trhu

Abstract

My dissertation looks into the practical use of marketing research - finding out the market opportunity in a specific market segment. The aim is to discover whether there is a market gap in dogs´grooming segment (tools and cosmetics) in the Czech market. The first part describes theoretical solutions for the marketing research. The second part is devoted to practical creation of the research itself, collecting the data, analysis and defining the market opportunity.