Zhodnocení cenové strategie ve výrobním podniku

Abstract

The aim of this diploma thesis is the pricing strategy evaluation in a manufacturing company dealing with wood production. The theoretical-methodological part clarifies basic terms concerning pricing strategy. It defines individual pricing strategies and methods of pricing, and it explains approaches to business environment and business viability assessment. The practical part characterizes the chosen company and its pricing strategy. A price sensitivity test, Pollak’s model of vitality, profit model of the blue ocean strategy and a SWOT analysis are carried out. Suggestions and recommendations were made based on the discovered findings.