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Establishing a start-up - Dang's Pyjamas – Bc. Hien Dang Thi Thu

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Bc. Hien Dang Thi Thu

Bachelor's thesis

Establishing a start-up - Dang's Pyjamas

Establishing a start-up - Dang's Pyjamas

Abstract: The aim of this research is to find out whether there is a space in the market for establishing a new business in pyjama industry. Firstly,it is essential to analyse the market in terms of profitability, size and competition. In this first step, the Porter's five forces analysis is used. Secondly, a profile of a target customer is recognized. Who is the customer and what is his or her needs and wishes. For this purpose, the questionnaire is constructed. Finally, the information extracted from the first two steps is applied into a business model. The model is created by Idea Business Model Creator accessible on website idea-bmc.eu. After compiling the business model, the final summary report is obtained. In conclusion, the result of the research is evaluated and presented, and the business plan could be brought into practice.

Abstract: The aim of this research is to find out whether there is a space in the market for establishing a new business in pyjama industry. Firstly,it is essential to analyse the market in terms of profitability, size and competition. In this first step, the Porter's five forces analysis is used. Secondly, a profile of a target customer is recognized. Who is the customer and what is his or her needs and wishes. For this purpose, the questionnaire is constructed. Finally, the information extracted from the first two steps is applied into a business model. The model is created by Idea Business Model Creator accessible on website idea-bmc.eu. After compiling the business model, the final summary report is obtained. In conclusion, the result of the research is evaluated and presented, and the business plan could be brought into practice.

Keywords: Start-up, business model, survey, Porter's five forces.

Language used: English

Thesis defence

  • Date of defence: 17. 6. 2014
  • Supervisor: PhDr. Zbyněk Pejšek
  • Reader: Ing. Pavel Babka, MBA

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