Marketingová strategie uvedení výrobků plug&play firmy Jablotron na americký trh

This master thesis is a practical application of basic marketing methods on problems from business environment. The topic came into being during the consultation with the business manager of JABLOTRON ALARMS Company which is together with JABLOCOM Company (both are parts of JABLOTRON Group) seriously considering an entry to American market. The outcomes of the thesis will be useful for practical application. The thesis uses somewhat unusual approach. Short theoretical parts are mixed with practical parts, which prevail. I used different sources of information during the creation of the thesis -- professional literature, Internet, practical testing of both plug&play products, JABLOTRON Group experience with American market and consultations with employees of JABLOTRON ALARMS and JABLOCOM companies and their findings from CES 2012 trade show. Within this thesis I analyzed JABLOTRON Group in chapter 1, its product portfolio and both plug&play products in chapter 2 and its experience with American market in chapter 3. There is an analysis of American market in chapter 4. I described American consumers' behavior and made a PEST and competition analysis there. Based on these subanalyses I made an overall SWOT analysis in chapter 5, which I used afterwards in chapter 7 as a source for American market segmentation and the creation of targeting, positioning and marketing mix. Concepts used in chapter 7 are defined in chapter 6. In the thesis I made a conclusion, that there is a space for the launch of both products on American market. Better chance for success has EyeSee camera, compared to Azor alarm that would need more technical or at least substantial price adjustment. Besides this conclusion I gave other proposals and recommendations to JABLOTRON Group, which should be helpful not only to successfully enter to American market, but which could help JABLOTRON Group to succeed on other markets, too.