Analýza strategie značky na trhu jízdních kol

Abstract

The thesis was focused on the analysis of brand strategy in the bicycle market. The aim of thesis was to analyze the current brand strategy in the bicycle market and assess whether this strategy corresponds to the current market situation. Next step was to focus on searching and identification of possible issues that threaten current strategy and to create recommendations for the future strategy. Firstly, a company Bike Fun International s.r.o., was presented and consequently the bicycle market from the point of view of its development, segments, and competitive forces was defined. The theoretical part deals with brand, its building and brand positioning. In the practical part, the current brand strategy was analyzed. Analysis was done using the Aaker strategic analysis together with additional methods, like the Focus Group and Mystery shopping. Within the competition analysis positional maps that allow to better understand the brand position in the bicycle the market, were constructed. Analysis resulted in the identification of brand strengths and weaknesses as well as opportunities and threats that occur in the market and examination of the current strategy. Outcomes showed that the current strategy needs to be updated because it does no longer matches the current situation in the market. Shortcomings primarily refer to the communication with customers and to the low number of sales points. Brand lacks a marketing information system which allows to quickly respond to changes of the external and internal environment.