Návrh na uvedení nového výrobku proti komárům na trh

Abstract

The topic of this bachelor thesis is a design of introducing a new product to the market. In this particular case mosquito trap ACTI POWER MT 250. The introductory part of this work is focused on the description of the product, its practical use and installation. It also provides an analysis of the micro-environment and, last but not least, gives a brief description of foreign markets. The second part begins with definitions of marketing mix and theoretic description of the procedure of introducing a new product in the market. An integral part of this chapter is a market research, where 120 respondents were addressed with the aim to learn about the awareness of the product in the Czech market, their opinion of it and the price they would be willing to pay. The final part of this work provides several proposals and recommendations that would help the product establish its position in the Czech market.