Analýza konkurenceschopnosti nového produktu na trhu PC her

Abstract

The purpose of this thesis is to analyze competitiveness of the PC game League of Legends and suggest a possible solution for discovered problems. The theoretical chapter summarizes theoretical facts concerning a competition and competitiveness. The chapter „League of Legends PC game characteristics“ focuses on presenting the actual game, marketing mix and game environment. The chapter containing marketing research methodics describes chosen methods and techniques, which were used for realization of the research. The practical part of the thesis deals with a competitiveness analysis of the League of Legends PC game. The final part of the thesis contains suggestions and recommendations concerning the improvement of the particular aspects of the League of Legends PC game.