The aim of this thesis is to create a suitable marketing strategy of launching a new product to the market for a small company. The thesis includes both economic, marketing and legal aspects. Fundamental terms related to marketing strategies, which are marketing, marketing mix and its tools and marketing research are defined in the theoretical part of the thesis. Furthermore, the theoretical part contains the essential aspects de lege lata related to the launch of new products, namely the legal requirements for product safety, legal remedies of protection and legal framework for product promotion. A company Pixie Crew Group s.r.o., its product portfolio and its market position based on competitive analysis is presented in the practical part of the thesis. This part of the thesis follows the theoretical part by application of given knowledge. The product which will be used in the implementation of its marketing mix is introduced in this section. We also evaluate a need to obtain a trademark license or use some kind of legal protecton based on legal knowledge from the theoretical part of the thesis. The final part consists of my own research, which provides the remaining data for the creating of the marketing strategy, which can be used when launching a new product to the market.The aim of this thesis is to create a suitable marketing strategy of launching a new product to the market for a small company. The thesis includes both economic, marketing and legal aspects. Fundamental terms related to marketing strategies, which are marketing, marketing mix and its tools and marketing research are defined in the theoretical part of the thesis. Furthermore, the theoretical part contains the essential aspects de lege lata related to the launch of new products, namely the legal requirements for product safety, legal remedies of protection and legal Framework for product promotion. A company Pixie Crew Group s.r.o., its product portfolio and its market position based on competitive analysis is presented in the practical part of the thesis. This part of the thesis follows the theoretical part by application of given knowledge. The product which will be used in the implementation of its marketing mix is introduced in this section. We also evaluate a need to obtain a trademark license or use some kind of legal protecton based on legal knowledge from the theoretical part of the thesis. The final part consists of my own research, which provides the remaining data for the creating of the marketing strategy, which can be used when launching a new product to the market. |