Marketingová analýza uvedení nového produktu na trh - případová studie Bento boxy

The goal of this bachelor thesis is to carry out a marketing analysis of a new product launch: bento boxes. In the theoretical part, there is defined the meaning of micro-environment, macro-environment and internal company environment. The theory then moves to STP (segmentation, targeting, positioning). Last but not least, the terms cross-marketing and cross-selling are explained. In the practical part, I made an analysis of the micro-environment (Porter five forces analysis) and an analysis of the macro-environment (PESTLE analysis). The practical part then continues with segmentation, targeting (ABC classification where the company compares the attractivity of each segment and also evaluates the firm's position in the market in terms of competition) and positioning (Value proposition). At the end, the practical part examines potential marketing routes.