This thesis deals with the development of demand for selected products of S-Comfort Ltd between 2016 and 2022. The data was obtained from the management of this company. The aim of the thesis is to map the development of the demand for selected products of this company, to further assess the effect of price changes on demand, and finally to provide recomendations for the company´s further course of action. Based on this analysis, the work will answer the hypotheses: „The S-Comfort company is a m... zobrazit celý abstraktThis thesis deals with the development of demand for selected products of S-Comfort Ltd between 2016 and 2022. The data was obtained from the management of this company. The aim of the thesis is to map the development of the demand for selected products of this company, to further assess the effect of price changes on demand, and finally to provide recomendations for the company´s further course of action. Based on this analysis, the work will answer the hypotheses: „The S-Comfort company is a monopoly in the territory of the Liberec region.“, further „For the target group of the S-Comfort company, the selected products provided by the company are normal ordinary goods.“ and „The selected pairs of S-Comfort products have complementary relationship.“ The work consists of theoretical and practical part. The theoretical part is first devoted to market structures, then the pheory od demand for the company´s production, elasticity of demand and then marketing tools. The practical part analyzes the competition of the S-Comfort company, futher analyzes the demand for selected products of the company during the years 2016 to 2022, then determines individual elasticities, and finally provides recommendations for the further development of the company in terms of pricing and marketing tools. |