Marketingová strategie značky v segmentu FMCG

Abstract

The subject of the Diploma Thesis, named "Marketing Strategy of a Brand in the FMCG Segment" is the familiarisation with the significance of the brand and the execution of an analysis of the competition, aimed especially at the area of production and technology. It also provides an introduction to the field of strategy and a description, in greater detail, of the fast-moving goods segment. Such is the contents of the first, or the theoretical part of the Thesis..

The other part of the Diploma Thesis presents mainly a practical consideration of a proposal of a strategy for a specific brand in the food industry, which includes very significant and substantial market, technology and competition analyses.