UNIVERSITY OF NEW YORK IN PRAGUE European Business Administration MARKET ANALYSIS OF HOME APPLIANCES IN THE CZECH REPUBLIC AND THE SLOVAK REPUBLIC 2018 PETR NOVOTNÝ UNIVERSITY OF NEW YORK IN PRAGUE European Business Administration MARKET ANALYSIS OF HOME APPLIANCES IN THE CZECH REPUBLIC AND THE SLOVAK REPUBLIC by PETR NOVOTNÝ 2018 Mentor: WILLIAM PATTISON Statutory Declaration / Čestné prohlášení I, Petr Novotný, declare that the paper entitled: Market Analysis of Home Appliances in the Czech Republic and the Slovak Republic, was written by myself independently, using the sources and information listed in the list of references. I am aware that my work will be published in accordance with § 47b of Act No. 111/1998 Coll., On Higher Education Institutions, as amended, and in accordance with the valid publication guidelines for university graduate theses. Prohlašuji, že jsem tuto práci vypracoval/a samostatně s použitím uvedené literatury a zdrojů informací. Jsem vědom/a, že moje práce bude zveřejněna v souladu s § 47b zákona č. 111/1998 Sb., o vysokých školách ve znění pozdějších předpisů, a v souladu s platnou Směrnicí o zveřejňování vysokoškolských závěrečných prací. In Prague, 22.04.2018 Petr Novotný Acknowledgements I would like to sincerely thank my advisor, Mr. William Pattison, who supported me not only during my research for this final project but also during all the classes that I had the honor of having him as my instructor. Thanks to his knowledge I was able to grasp many concepts of marketing that extremely helped me in my career life. Furthermore, I also want to thank my girlfriend who has always been here for me and my parents who have given me the possibility to study at this university, supported me my entire life and helped me every time I needed it. Table of Contents 1. Introduction ............................................................................................................... 1 2. History of Czech and Slovak home appliances market ............................................ 2 3. Market overview – CZ&SK ...................................................................................... 2 4. The theoretical basis for research ............................................................................. 3 4.1. 4 Ps of Marketing ............................................................................................... 3 4.2. Product ............................................................................................................... 4 4.3. Price .................................................................................................................... 5 4.4. Place ................................................................................................................... 5 4.5. Promotion ........................................................................................................... 6 5. Research methods ..................................................................................................... 7 5.1. Analyzing the product ........................................................................................ 8 5.2. Analyzing the price ............................................................................................ 8 5.3. Analyzing the place ............................................................................................ 9 5.4. Analyzing the promotion .................................................................................. 10 6. Primary research analysis – Product ....................................................................... 10 6.1. Cooling ............................................................................................................. 10 Combined Refrigerators ............................................................................ 11 Freezers ..................................................................................................... 13 Side-by-Side Refrigerators ....................................................................... 14 6.2. Washing Machines ........................................................................................... 16 Front-Loading washing machines ............................................................. 16 Top-Loading washing machines ............................................................... 18 Washer-dryers ........................................................................................... 19 6.3. Tumble dryers .................................................................................................. 20 6.4. Dishwashers ..................................................................................................... 22 60 cm dishwashers .................................................................................... 23 45 cm dishwashers .................................................................................... 25 6.5. Built-in Ovens .................................................................................................. 26 6.6. Hobs ................................................................................................................. 28 Gas Hobs ................................................................................................... 28 Electric Hobs ............................................................................................. 29 Induction Hobs .......................................................................................... 30 6.7. Hoods ............................................................................................................... 31 Chimney type hoods ................................................................................. 31 Island type hoods ...................................................................................... 32 7. Primary research analysis - Price ............................................................................ 33 7.1. Cooling ............................................................................................................. 33 Freezers ..................................................................................................... 33 Combined static fridge-freezers ................................................................ 35 Combined No-Frost fridge-freezers .......................................................... 36 Cooling Category summary ...................................................................... 37 7.2. Washing Machines ........................................................................................... 38 6kg Washing machines ............................................................................. 38 7kg Washing machines ............................................................................. 39 8kg Washing machines ............................................................................. 41 Washer-dryers ........................................................................................... 42 Washing machines category summary ..................................................... 43 7.3. Tumble dryers .................................................................................................. 44 7kg Tumble dryers .................................................................................... 45 8kg Tumble dryers .................................................................................... 46 7.4. Dishwashers ..................................................................................................... 47 60 cm Dishwashers ................................................................................... 47 45 cm Dishwashers ................................................................................... 49 Dishwashers category summary ............................................................... 50 7.5. Built-in Ovens .................................................................................................. 51 Built-in ovens, 60 cm height ..................................................................... 51 7.6. Hobs ................................................................................................................. 52 Gas Hobs ................................................................................................... 53 Electric Hobs ............................................................................................. 54 Induction Hobs .......................................................................................... 55 7.7. Hoods ............................................................................................................... 55 Chimney type hoods ................................................................................. 56 Island type hoods ...................................................................................... 57 8. Primary research analysis – Place ........................................................................... 58 8.1. Washing Machines ........................................................................................... 58 8.2. Tumble dryers .................................................................................................. 60 8.3. Dishwashers ..................................................................................................... 61 8.4. Cooling ............................................................................................................. 62 8.5. Built-in Hobs ...................................................................................................