Zavedení nového produktu na trh

Abstract

The thesis is concerned with the topic of marketing strategy at the stage of new product market launch. The objective of this work is to state whether operating costs of a particular product influence this strategy. The thesis is divided into theoretical and practical part. Theoretical part summarizes theoretical findings in the field of strategical analysis, describes a product life cycle and a method of product life cycle cost analysis. Practical part applies these theoretical findings, methods to a particular company, target market and product launched to the market. The closing part of the thesis evaluates the findings, results and attempts to judge whether the costs of product life cycle influence the strategy chosen at the stage of new product market launch.