03089ntm a22005057i 4500 000614634 CZ-PrVSE 20190909112111.0 m d cr n|||||||||| 190909s2019 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Bobrytskyy, Serhiy ISIS:115163 dis Achieving healthy growth of FMCG company under promo pressure and promo hunting trends in the Czech Republic eng Achieving healthy growth of FMCG company under promo pressure and promo hunting trends in the Czech Republic / Serhiy Bobrytskyy 2019 ?? stran : digital, PDF soubor Vedoucí práce: Martin Machek Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2019 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2019 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. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Promo Pressure Promo Share Incremental Sales Promo Hunting Machek, Martin mzk2013753090 ths Wegert, Jan opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/68025/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/68025 Hlavní práce https://insis.vse.cz/zp/68025/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/68025/posudek/oponent/63949 Oponentura https://insis.vse.cz/zp/68025/podrobnosti dc:identifier NEPOSILAT VSKP vse68025 190906 68025