Zavedení nové produktové řady na ruský trh

Abstract

The subject of this dissertation is a proposal of the marketing strategy for approaching of the particular product’s line on the Russian market. The dissertation contains of four parts. The theoretical one focuses on definition of the basic marketing notions and description of individual steps in creating the marketing strategy. The second part introduces the company Bohemia a.s. and the product line SAVO. There are all necessary analysis made in the part three; based on this a particular marketing analysis is proposed in a form of the marketing mix.