Marketingová analýza externího prostředí

Abstract

Diploma thesis deals with marketing research of wood composite market, followed by analysis of research, segmentation of target groups and the proposal marketing mix and the decisions of production. Findings and analysis are accompanied by recommendations for further negotiations in the subject of research thesis. This work captures the latest trends in the use of modern material known as WPC (wood composite). The reviewed research in formulating ideal product was performed to detect weaknesses of products offered so far and captured the strongest characteristics of the most successful products on the market.