Návrh strategie pro zavedení nového produktu na trh mobilních aplikací

Abstract

This thesis is focused on a proposal of strategy for launch of a new product on the market for mobile applications. The particular aim is to design a strategy for launch of new product on mobile apps market of company Reinto s.r.o., which currently wants to introduce a mobile application called Electronic Office. This thesis is divided into several sub-parts. The first part is theoretical and deals with the theoretical knowledge related to strategies, products, and analysis of the external and internal environment of the company. In the next part of this thesis is introduced the company, where are applied theoretical knowledge. In practical part is proved an analysis of macro, micro and a combination of external and internal environment of the company. Then, a new product is introduced, established target group for the product, identifying the current costs and revenues from the new product, made SWOT analysis of the product and the is described competitive environment. In the last part of this thesis based on all acquired knowledge, are suggested a proposal for introducing of this product on the market for mobile applications. These proposals are pricing strategy, distribution strategy and communication strategy