Achieving healthy growth of FMCG company under promo pressure and promo hunting trends in the Czech Republic
Název práce: | Achieving healthy growth of FMCG company under promo pressure and promo hunting trends in the Czech Republic |
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Autor(ka) práce: | Bobrytskyy, Serhiy |
Typ práce: | Diploma thesis |
Vedoucí práce: | Machek, Martin |
Oponenti práce: | Wegert, Jan |
Jazyk práce: | English |
Abstrakt: | 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. |
Klíčová slova: | Promo Pressure; Promo Share; Incremental Sales; Promo Hunting |
Název práce: | Achieving healthy growth of FMCG company under promo pressure and promo hunting trends in the Czech Republic |
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Autor(ka) práce: | Bobrytskyy, Serhiy |
Typ práce: | Diplomová práce |
Vedoucí práce: | Machek, Martin |
Oponenti práce: | Wegert, Jan |
Jazyk práce: | English |
Abstrakt: | 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. |
Klíčová slova: | Promo Pressure; Promo Share; Incremental Sales; Promo Hunting |
Informace o studiu
Studijní program / obor: | Ekonomika a management/International Management |
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Typ studijního programu: | Magisterský studijní program |
Přidělovaná hodnost: | Ing. |
Instituce přidělující hodnost: | Vysoká škola ekonomická v Praze |
Fakulta: | Fakulta podnikohospodářská |
Katedra: | Katedra marketingu |
Informace o odevzdání a obhajobě
Datum zadání práce: | 11. 12. 2018 |
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Datum podání práce: | 28. 8. 2019 |
Datum obhajoby: | 5. 9. 2019 |
Identifikátor v systému InSIS: | https://insis.vse.cz/zp/68025/podrobnosti |