Achieving healthy growth of FMCG company under promo pressure and promo hunting trends in the Czech Republic
Thesis title: | Achieving healthy growth of FMCG company under promo pressure and promo hunting trends in the Czech Republic |
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Author: | Bobrytskyy, Serhiy |
Thesis type: | Diploma thesis |
Supervisor: | Machek, Martin |
Opponents: | Wegert, Jan |
Thesis language: | English |
Abstract: | This master thesis focuses on the Promo Pressure Phenomena in the retailer industry. The research can be considered as a replicable roadmap for the FMCG company to escape from the promotional spiral and start to grow “healthy”. The author presents Mind Map, which summarizes all of the definitions, measurement tools and the elements of Promo Pressure, and it serves later as a Promo Pressure Model. Based on the detailed literature review, quantitative data obtained from different sources and the qualitative data gathered from the interviews with industry experts, the author evaluates the promotional situation in the Czech Republic and provides the set of recommendations how to make the FMCG company experience the sustainable growth under high promo share in the industry. Such recommendation proposals include: understanding the industry environment, the introduction of PRGM role within the company, proper management of different channels, setting the adequate company targets and policies, innovations and being in line with the new marketing paradigm. |
Keywords: | Promo Pressure; Promo Share; Incremental Sales; Promo Hunting |
Thesis title: | Achieving healthy growth of FMCG company under promo pressure and promo hunting trends in the Czech Republic |
---|---|
Author: | Bobrytskyy, Serhiy |
Thesis type: | Diplomová práce |
Supervisor: | Machek, Martin |
Opponents: | Wegert, Jan |
Thesis language: | English |
Abstract: | This master thesis focuses on the Promo Pressure Phenomena in the retailer industry. The research can be considered as a replicable roadmap for the FMCG company to escape from the promotional spiral and start to grow “healthy”. The author presents Mind Map, which summarizes all of the definitions, measurement tools and the elements of Promo Pressure, and it serves later as a Promo Pressure Model. Based on the detailed literature review, quantitative data obtained from different sources and the qualitative data gathered from the interviews with industry experts, the author evaluates the promotional situation in the Czech Republic and provides the set of recommendations how to make the FMCG company experience the sustainable growth under high promo share in the industry. Such recommendation proposals include: understanding the industry environment, the introduction of PRGM role within the company, proper management of different channels, setting the adequate company targets and policies, innovations and being in line with the new marketing paradigm. |
Keywords: | Promo Pressure; Promo Share; Incremental Sales; Promo Hunting |
Information about study
Study programme: | Ekonomika a management/International Management |
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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: | Department of Marketing |
Information on submission and defense
Date of assignment: | 11. 12. 2018 |
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Date of submission: | 28. 8. 2019 |
Date of defense: | 5. 9. 2019 |
Identifier in the InSIS system: | https://insis.vse.cz/zp/68025/podrobnosti |