Nabídka specifického sortimentu na českém a německém maloobchodním trhu

This bachelors thesis is concerned with the supply of products with reduced lactose content and products with dairy substitutes in retail chains operating on the Czech and German markets. The objective is to assess the extent of the physical accessibility of this assortment of goods and its availability at different price levels in both countries. The thesis is divided into two sections. The first section is theoretical. It defines the consumers of lactose-reduced dairy products and non-dairy products with regards to their needs and requirements as to this range of products and includes an estimate of the size of this market segment. Market segmentation theory with a focus on segmentation variables, legislative regulations concerning the specified range of products and producers and brands acting on both markets are also summarised. Section two follows the first section with an overview of the field research conducted of select shops from both markets. The products and their prices are observed and shops are evaluated based on their fulfilment of the set consumption basket, the number of products available, and labeling in shops. Price analysis is concerned with the prices of select types of products from both markets. The supply of the specific assortment of goods on both markets and the position of Czech and German consumers is assessed on this basis and lastly, market opportunities for this range of products are stated.