Zhodnocení cenové strategie v konkrétním podniku

Abstract

This thesis deals with the topic of professional evaluation of the pricing strategy of particular firm.

Theoretical and methodological section explains the basic concepts relating to pricing strategies. It defines approaches to developing pricing strategies, the term and function of price in a market economy and explains the basic methods of pricing.

The application includes a profile of the selected company. To assess the position of the company are used the method of Porter's five competitive forces. It made the price compared to most important competitor. With the help of price sensitivity meter is evaluated pricing strategy in selected products. The aim is to evaluate the pricing strategy of a particular product company, specializing in manufacturing and selling furniture. There were made relevant proposals and recommendations based on the findings.