Product management v optickém průmyslu na příkladu vybrané rodinné firmy

This bachelor’s thesis examines product management within the optical industry, with a focus on the analysis and optimization of a multi-brand eyewear portfolio of a selected family business. The aim of the thesis was to evaluate the current structure of the product assortment, identify key factors influencing its performance, and propose strategic measures to enhance product management, pricing policy, and overall commercial effectiveness. The theoretical part provides a comprehensive overview of eyewear frame construction, materials, manufacturing technologies, market characteristics, legislative requirements, and contemporary trends influencing the optical sector. The practical part includes SWOT analyses of individual product lines, cost and margin analyses, an assessment of logistics-related expenses, and an evaluation of demand seasonality. The results highlight substantial differences in profitability across various segments and underline the strategic importance of private-label development and effective portfolio diversification. Based on these findings, a set of recommendations was formulated, focusing on optimizing pricing strategy, strengthening marketing communication, improving the structure of distribution channels, and implementing more systematic seasonality planning through a detailed scheduling framework. The thesis provides practical and applicable insights that may contribute to enhancing competitiveness, stabilizing financial performance, and supporting long-term product portfolio development within the optical industry.