INPROFORUM 2011

Specific market analysis
Jaroslav Hunkes, Richard Kafoněk

Language: cs
Last modified: 2013-07-29

Abstract


The objective of this paper is to find out and describe opportunities and risks of project garden centre, whose market has been geographically defined as Brno and its neighbourhood. Garden centre is in this sense understood as a store of living plants and additional goods of gardening and also as a place offering rest and relaxation area. To identify opportunities and risks of such project has been used market analysis based on approach that offers Fotr (1999). As the most significant opportunity is seen weak brand loyalty and sales promotion of competitors, as the main risks seasonality and strength of competitors.


Keywords


garden center, market analysis, Brno

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