Zhodnocení cenové strategie výrobního podniku na trhu stavebních materiálů

Abstract

A diploma thesis deals with the evaluation of pricing strategy in manufacturing company on building materials market. Evaluation is realized from two perspectives. The first aspect is if the profile of the pricing strategy in analyzed company is competitive enough. The second aspect is if the price strategy for the selected product is customer-oriented and reflects customer needs. The theoretical-methodological part contains the basic concepts related to pricing strategies, approaches to the formation of pricing strategies, pricing methods and the methods that are applied to evaluate the application part. The application part contains Porter five forces analysis and the price sensitivity meter. At the end of the work is carried out summary of the findings and made suggestions and recommendations on improving the existing pricing strategy.