Strategie produktowe w kontekście marek własnych na przykładzie koncernu Metro AG
Product Strategies of Trade Brands – Metro AG Case Study
Author(s): Hanna Górska-Warsewicz, Maksymilian CzeczotkoSubject(s): National Economy, Business Economy / Management, Marketing / Advertising
Published by: Społeczna Akademia Nauk
Keywords: trade brands; product strategy; brand strategy
Summary/Abstract: The aim of this study was to present product strategy in relation to trade brands of Metro Group AG. The special attention was given to description of products and brands strategies of analyzed trade with specification related to main brands, sources of competitive advantages and types of strategies. The following strategies were analyzed: assortment decision, brand architecture strategies, strategies of new product development, image strategies as well as strategies concerned product – price and product – market relations
Journal: Przedsiębiorczość i Zarządzanie
- Issue Year: 16/2015
- Issue No: 12.3
- Page Range: 189-203
- Page Count: 15
- Language: Polish