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This thesis focuses on the Geolocation, Marketing and Insurance area. The main objective is to create definition of car insurance product for the market of Czech Republic, which will use the data gained from geolocation for the premiums adjustment. The minor objective of this thesis is to propose appropriate marketing strategy, which could be used while launching product on Czech market. Thesis is divided into theoretical and practical part. Theoretical part describes principles of geolocation, provides basic information about several specific car insurance products from Czech Republic and abroad markets. The last part of theoretical section is focused on marketing topic. Practical part of this thesis consists of car insurance product specification. Proposal for optimal marketing strategy and targeted customer groups is also included. The main output of this thesis is definition of new car insurance product, which is currently not available on Czech market. This specification could be used by Products specialists from Czech insurance companies as basis for definition of new car insurance product for Czech market. |
