Produktová nabídka Honey Hive

Master thesis Czech RESTRICTED
Tomečková, Alena (2010)
  • Publisher: Vysoká škola ekonomická v Praze
  • Subject: dodavatelé; Value proposition; Product offering; retail distribution; 4P; hodnotová nabídka; Produktová nabídka; suppliers; distribuční kanály

The topic of this Master's thesis is to define the product offering for start-up called Honey Hive and to describe the process supporting the product portfolio definition. Product portfolio definition is based on the theory of 4P (Marketing mix). The whole process of defining the product offering is based on 4P -- Price, Product, Promotion and Place. Each aspect brings its own view into product offering -- from defining the pricing strategy, through suppliers mix definition to the competition analysis. Honey Hive's day-to-day business is based on offering the honey and honey based products. It will be located within attractive environment of Cesky kras. Honey Hive intends to capitalize on regional tourism increase and modern trends of consuming local products.
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