Návrh strategie pro zavedení nové značky na trh paletového nábytku

Abstract

The goal of the thesis was to find out the attitude and interest in the introduction of Moduleta pallet furniture on the market by potential customers. To create this goal, research questions were used, which should represent answers focused on interest in pallet furniture, identification of motivators and barriers when buying products, determination of key factors for the purchase of pallet furniture and introduction of marketing tools for communication. The work is divided into two main chapters, theoretical and practical. The content of the theoretical part is the theoretical basis related to the issue of introducing a new product on the market. Part of the practical part is a presentation of the external and internal environment of Merkuro spol. s. r. o. through Porter's analysis of the five forces and PEST analysis. Quantitative research was chosen for this thesis, where a form of electronic questioning was chosen for data collection. In the practical part, detailed data were interpreted, which prepared us that there is interest in pallet furniture. This data is used to identify suggestions and recommendations. The proposals and recommendations were divided according to the individual marketing tools of the marketing mix. Especially recommended orientation to Internet communication through websites, social networks and advertisements on these media. The results of the research can serve the company in the implementation of the product and marketing communication.