Analýza merchandisingu firmy na trhu cukrovinek

Abstract

Merchandising Analysis of the Company on the Market with Confectionery

The author of this thesis analyzes merchandising company in the confectionery market. Analysis was performed at company Mondelēz international, Inc. The aim of this bachelor thesis is to evaluate merchandising of the company in the range of products Milka and BeBe dobré ráno. The thesis is divided into two main sections, namely to the theoretical and practical part. The theoretical part describes characteristics of the company Mondelēz international and theoretical solutions of merchandising. The practical part is focused on analysis of merchandising, which is based on observation of retails units. The conclusion of this work contains proposals and recommendations relating to the results of the observation.