Natural Gas Market in the Czech Republic - Retail Trade Segment and its  Effective and Acquisition Channels

The topic of the final thesis is a marketing analysis of the situation on the natural gas market in the Czech Republic, retail trade segment, including the development since its liberalization by the present time and future perspectives. Based on a market analysis an optimized model of company’s marketing strategy is developed, as opposed to its current marketing strategy. The optimized model focuses primarily on effectivization of acquisition channels of direct sale and aims at widening the customer portfolio, i.e. taking up a bigger market share and better utilization of the company’s dispositions