Zavedení nového produktu na trh autobusové dopravy

Abstract

Thesis ”The Introduction of a New Product on the Bus Carrier Market“ appears from the B2B marketplace. The primary objective of this work is focused on the characteristics of the bus market structure and on identification of elements that operate there. The aim of this thesis is to provide support to the company with a new product introduction on the bus carrier market. The first part of this work deals with the theoretical background of B2B market environment and their specific features, the process of segmentation and characteristics of individual elements of marketing mix. The second part is focused on the characteristics of the bus transport market, especially on macro and micro-environment of market. The main pillar of this work is the marketing survey. Its aim is to map the current market situation, the definition of potential customers and their preferences for a new product by using of an electronic questioning method. Based on results of the market characteristics and the marketing survey the procedure for a new product introduction was prepared.