Market Entry Strategy for LifeTable Concept
| Thesis title: | Market Entry Strategy for LifeTable Concept |
|---|---|
| Author: | Vítečková, Klára |
| Thesis type: | Diploma thesis |
| Supervisor: | Sedláčková, Helena |
| Opponents: | Tyll, Ladislav |
| Thesis language: | English |
| Abstract: | The goal of this thesis is to create a suitable market entry strategy for an innovative product called LifeTable (interactive touchpad designated for restaurants and bars), so that the company will be able to establish itself in the Czech market and install 200 pieces of LifeTable during the next year. In order to approach the topic correctly, the review of available theoretical literature was carried out. Based on the theory, a thorough secondary and primary research has been conducted. The findings of the research were subsequently used for description of the Czech market, analysis of main competitors and marketing analysis (SWOT and Porter's five forces). Finally, an appropriate strategy including recommended segmentation, targeting and positioning was set up and a suitable communication mix was created. |
| Keywords: | LifeTable; Strategy; Marketing |
| Thesis title: | Market Enter Strategy for Lifetable Concept |
|---|---|
| Author: | Vítečková, Klára |
| Thesis type: | Diplomová práce |
| Supervisor: | Sedláčková, Helena |
| Opponents: | Tyll, Ladislav |
| Thesis language: | English |
| Abstract: | Cílem této práce bylo vytvořit vhodnou strategii vstupu na trh pro nový produkt LifeTable (interaktivni touchpad určený do restaurací a barů) tak, aby se firma byla schopná trvale uchytit na českém trhu a instalovat přibližně 200 LifeTablů během příštího roku 2012. Při zpracovávání práce byla nejprve zpracována odborná teorie týkající se marketingu a strategie. Následně na základě dané teorie byl proveden primární a sekundární výzkum. Výsledky výzkumu pak byly použity k popisu českého trhu, definici a analýze hlavních konkurentů a marketingové analýze (SWOT, Porterův model). Na závěr je na základě daných analýz vytvořena strategie pro LifeTable, zahrnující vhodnou segmentaci, targeting, positioning a odpovídajcí komunikační mix |
| Keywords: | Marketing; LifeTable; Strategy |
Information about study
| Study programme: | Ekonomika a management/International Management |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | The Department of Business Economics |
Information on submission and defense
| Date of assignment: | 16. 3. 2011 |
|---|---|
| Date of submission: | 30. 8. 2011 |
| Date of defense: | 8. 2. 2012 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/31276/podrobnosti |