Využití marketingových nástrojů při řízení podnikové ekonomiky

Abstract

In this thesis, I dealt with a retail pricing and a pricing strategy of the Jednota company, a consumer cooperative in Nový Jičín. The subject of my work was to analyze the pricing and cost items included in the prices. The other part of the thesis was to consider a performance of the company unit within the COOP group. The aim was not only to asses the pricing in terms of the execution and effectiveness of that tool for managing the business, but in particular to propose possible solutions and a pricing process including a selection of a pricing strategy in the competitive environment. In the conclusion I also proposed a way of addressing this issue.