Navržení obchodní strategie nového výrobku vstupujícího na trh hraček

Abstract

The aim of this thesis is to propose a business strategy for new product entering the market of toys and to provide the company with information resulting from the implemented analysis. Theoretical part of this thesis is focused on description of basic terms related to strategy and strategic decision focused on business strategy with description of methods and approaches implemented in the practical part in the end. Practical part deals with performance of company and of new product entering the market of toys. Subsequently the SWOT analysis, Porter analysis, questionnaire survey and market segmentation are applied, Dutch test of price sensitivity is realized and calculation of production are calculated. Summary of the results of the practical part of this thesis and suggestion of business strategies are subject of conclusion.