Analýza konkurence na trhu mražených výrobků

Abstract

The title of diploma thesis is “The Analysis of Competition on the Frost Market”. The aim of the work was to find out by marketing research, if consumers prefer buying of ice-cream products of Prima brand or prefer other producers on the Czech market and for what reason. The work is divided into seven parts. The introduction describes specifications of problem, which was solved in the work. The second chapter contains characterization of Nowaco Company. The next chapter is focused on the theory of competition. The fourth chapter describes marketing research process and the obtained data are analysed in the fifth part of the work. In the fifth part are also mentioned results of marketing research. The last chapter contains suggestions, which should improve the position of Prima brand on the market.