{"id":1793020112,"date":"2026-09-01T22:43:52","date_gmt":"2026-09-01T20:43:52","guid":{"rendered":"https:\/\/btop.pl\/?p=90001"},"modified":"2026-11-06T14:41:34","modified_gmt":"2026-11-06T13:41:34","slug":"nevrhli-jsme-se-do-cenove-valky","status":"publish","type":"post","link":"https:\/\/btop.pl\/cs\/nevrhli-jsme-se-do-cenove-valky\/","title":{"rendered":"Prodali jsme m\u00e9n\u011b kus\u016f a z\u00e1kazn\u00edk vyd\u011blal v\u00edce"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--style apress_row_class_3836930236af18e87b7548\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_5929988406af18e87b7665 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<!-- Style wsp\u00f3lne dla wszystkich wierszy tego case study.\n     Usuni\u0119cie tego wiersza rozsypie wygl\u0105d pozosta\u0142ych. -->\n<style>\n.btop-cs{--c:#42b1e6;--c-dark:#1c6d95;--ink:#12212b;--muted:#5b6b76;--line:#dce7ee;--bg:#f5f9fc;\n  font-family:inherit;color:var(--ink);line-height:1.65;max-width:1040px;margin:0 auto;\n  \/* Wysokosc przyklejonego menu btop.pl. 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var(--line);border-radius:10px;padding:18px;text-decoration:none;color:var(--ink);font-weight:600;line-height:1.35}\n.btop-cs__related a:hover{border-color:var(--c)}\n.btop-cs__related span{display:block;font-size:12px;color:var(--muted);font-weight:400;margin-top:8px}\n\/* tryb wierszowy: odstepy robi juz builder strony, wiec sekcja ich nie dubluje *\/\n.btop-cs--row{margin-top:0;margin-bottom:0}\n.btop-cs--row>.btop-cs__section{margin-bottom:0}\n\/* Pierwszy wiersz stoi na samej gorze strony, pod przyklejonym menu,\n   bez tego odstepu pasek KPI chowa sie za naglowkiem. *\/\n.btop-cs--start{padding-top:var(--menu)}\n@media (max-width:782px){.btop-cs{--menu:84px}}\n@media print{.btop-cs__lb{display:none!important}.btop-cs__cta{background:#fff;color:#12212b;border:1px solid #dce7ee}}\n<\/style>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--naglowek apress_row_class_3822966846af18e87b7b27\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_6062279666af18e87b7bc1 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row btop-cs--start\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-naglowek\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__kpis\"><div class=\"btop-cs__kpi\"><span>Objem<\/span><strong>\u221218%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Hrub\u00fd zisk<\/span><strong>+26%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Jednotkov\u00e1 mar\u017ee<\/span><strong>14% \u2192 23%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Pr\u016fm\u011brn\u00e1 hodnota n\u00e1kupn\u00edho ko\u0161\u00edku<\/span><strong>+61%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Sn\u00ed\u017een\u00ed cen<\/span><strong>0<\/strong><\/div><\/div>\n        <h1>Prodali jsme m\u00e9n\u011b kus\u016f a <em>z\u00e1kazn\u00edk vyd\u011blal v\u00edce<\/em>.<\/h1>\n        <p class=\"btop-cs__lead\">V kategorii p\u0159\u00edslu\u0161enstv\u00ed k mobiln\u00edm telefon\u016fm ceny za p\u016fl roku klesly o 40%. Z\u00e1kazn\u00edk cht\u011bl ceny sn\u00ed\u017eit v souladu s v\u00fdvojem na trhu. Vypo\u010d\u00edtali jsme, co by to znamenalo, a navrhli jsme mu jin\u00e9 \u0159e\u0161en\u00ed.<\/p>\n        <div class=\"btop-cs__meta\"><span class=\"btop-cs__tag\">01.01.2026-30.09.2026<\/span><span class=\"btop-cs__tag\">Allegro<\/span><span class=\"btop-cs__tag\">Cenov\u00fd tlak<\/span><span class=\"btop-cs__tag\">GSM p\u0159\u00edslu\u0161enstv\u00ed<\/span><span class=\"btop-cs__tag\">St\u00e1l\u00fd servis<\/span><\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--wyzwanie apress_row_class_15168847806af18e87b7eb3\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_5742576806af18e87b7f42 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-wyzwanie\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__cols\">\n          <div class=\"btop-cs__card\"><h3>V\u00fdzva<\/h3><p>B\u011bhem dvou \u010dtvrtlet\u00ed do t\u00e9to kategorie vstoupili prodejci nab\u00edzej\u00edc\u00ed vizu\u00e1ln\u011b podobn\u00e9 produkty o 40% levn\u011bj\u0161\u00ed. \u010c\u00e1st z\u00e1kazn\u00edk\u016f prod\u00e1vaj\u00edc\u00edch podobn\u00fd sortiment sn\u00ed\u017eila ceny a udr\u017eela objem prodeje p\u0159i mar\u017ei bl\u00ed\u017e\u00edc\u00ed se nule.<\/p>\n      <p>N\u00e1\u0161 klient cht\u011bl ud\u011blat tot\u00e9\u017e, proto\u017ee zaznamenal pokles pod\u00edlu na trhu. Probl\u00e9m spo\u010d\u00edval v tom, \u017ee vzhledem k jeho n\u00e1kladov\u00e9 struktu\u0159e \u2013 v\u00fdroba v Polsku, kontrola kvality, dvoulet\u00e1 z\u00e1ruka \u2013 by sn\u00ed\u017een\u00ed cen na \u00farove\u0148 konkurence znamenalo prodej pod v\u00fdrobn\u00edmi n\u00e1klady.<\/p><\/div>\n          <div class=\"btop-cs__card\"><h3>O z\u00e1kazn\u00edkovi<\/h3><p>V\u00fdrobce p\u0159\u00edslu\u0161enstv\u00ed k mobiln\u00edm telefon\u016fm, dom\u00e1c\u00ed v\u00fdroba, st\u0159edn\u00ed cenov\u00e1 kategorie, vlastn\u00ed zna\u010dka s rozpoznatelnost\u00ed v dan\u00e9 kategorii.<\/p>\n      <p>Allegro se pod\u00edlelo na v\u011bt\u0161in\u011b maloobchodn\u00edho prodeje.<\/p><\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-1 apress_row_class_14430678736af18e87b82b2\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_13841180816af18e87b833e hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-decyzja-1\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Co jsme ud\u011blali<\/p>\n        <h2>Rozhodnut\u00ed, kter\u00e1 rozhodla o v\u00fdsledku.<\/h2>\n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">ROZHODNUT\u00cd 01<\/span>\n          <h3>Spo\u010d\u00edtali jsme, kolik by st\u00e1lo p\u0159izp\u016fsobit se trhu<\/h3>\n          <p>Prvn\u00ed rozhovor se t\u00fdkal tabulky, nikoli strategie. P\u0159i sn\u00ed\u017een\u00ed cen na \u00farove\u0148 konkurence a zachov\u00e1n\u00ed objemu by z\u00e1kazn\u00edk vyd\u011blal ro\u010dn\u011b o 62% m\u00e9n\u011b ne\u017e v p\u0159edchoz\u00edm roce, a to p\u0159i stejn\u00e9m po\u010dtu odeslan\u00fdch z\u00e1silek a stejn\u00e9m vyt\u00ed\u017een\u00ed skladu.<\/p>\n      <p>Argument, kter\u00fd p\u0159esv\u011bd\u010dil: p\u0159i pr\u016fm\u011brn\u00e9 cen\u011b 45 z\u0142 a mar\u017ei 14% \u010dinil zisk na kus 6,30 z\u0142 a n\u00e1klady 38,70 z\u0142. Pokles o 40% znamenal cenu 27 z\u0142, tedy <strong>11,70 PLN ztr\u00e1ty na ka\u017ed\u00e9m prodan\u00e9m kusu<\/strong>. Zisk ani ztr\u00e1ta nejsou o nic men\u0161\u00ed.<\/p>\n          <div class=\"btop-cs__nie\"><strong>Co jsme neud\u011blali<\/strong>Nesn\u00ed\u017eili jsme cenu ani jednoho indexu, p\u0159esto\u017ee b\u011bhem prvn\u00edch dvou m\u011bs\u00edc\u016f akcie klesaly a tlak uvnit\u0159 firmy rostl. To je nejt\u011b\u017e\u0161\u00ed \u010d\u00e1st tohoto projektu: po dobu osmi t\u00fddn\u016f byly jedinou zp\u011btnou vazbou hor\u0161\u00ed v\u00fdsledky.<\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-2 apress_row_class_13407014686af18e87b8668\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_13275450556af18e87b86f0 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-decyzja-2\">\n<section class=\"btop-cs__section\">\n        \n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">ROZHODNUT\u00cd 02<\/span>\n          <h3>P\u0159estali jsme prod\u00e1vat jednotliv\u00e9 kusy<\/h3>\n          <p>M\u00edsto toho, abychom sout\u011b\u017eili cenou jednotliv\u00fdch produkt\u016f, jsme na\u0161i nab\u00eddku p\u0159etvo\u0159ili na sady: pouzdro plus ochrann\u00e9 sklo plus kabel, p\u0159izp\u016fsoben\u00e9 konkr\u00e9tn\u00edmu modelu telefonu. Tato sada nem\u00e1 u konkurence p\u0159\u00edm\u00fd ekvivalent, tak\u017ee cenov\u00e9 srovn\u00e1n\u00ed ji\u017e nen\u00ed automatick\u00e9.<\/p>\n      <p>Pr\u016fm\u011brn\u00e1 hodnota n\u00e1kupn\u00edho ko\u0161\u00edku vzrostla o 61% a z\u00e1kazn\u00edk, kter\u00fd si vybral sadu, se m\u00e9n\u011b \u010dasto vrac\u00ed k seznamu v\u00fdsledk\u016f a m\u00e9n\u011b \u010dasto porovn\u00e1v\u00e1.<\/p>\n      <p>Katalogov\u00e1 cena \u017e\u00e1dn\u00e9ho indexu neklesla. Sada je levn\u011bj\u0161\u00ed ne\u017e sou\u010det cen jednotliv\u00fdch \u010d\u00e1st\u00ed, tak\u017ee pr\u016fm\u011brn\u00e1 cena za kus klesla ze 45 PLN na 42,50 PLN; jedn\u00e1 se o slevu za sadu, nikoli o sn\u00ed\u017een\u00ed cen\u00edku.<\/p>\n          \n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-3 apress_row_class_13237925686af18e87b8a29\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_6039014716af18e87b8ab0 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-decyzja-3\">\n<section class=\"btop-cs__section\">\n        \n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">ROZHODNUT\u00cd 03<\/span>\n          <h3>P\u0159esunuli jsme komunikaci<\/h3>\n          <p>Dvoulet\u00e1 z\u00e1ruka, odesl\u00e1n\u00ed z polsk\u00e9ho skladu do jednoho dne, vy\u0159izov\u00e1n\u00ed reklamac\u00ed v pol\u0161tin\u011b. V\u0161echny tyto informace ji\u017e existovaly, ale v nab\u00eddce nebyly viditeln\u00e9 \u2013 byly uvedeny v z\u00e1lo\u017ece \u201einformace o prodejci\", kterou nikdo neotev\u00edr\u00e1.<\/p>\n      <p>Jejich za\u0159azen\u00ed do fotografi\u00ed, do nadpisu a na prvn\u00ed obrazovku popisu nest\u00e1lo nic krom\u011b pr\u00e1ce na obsahu.<\/p>\n          <div class=\"btop-cs__nie\"><strong>Co jsme neud\u011blali<\/strong>V popisech nab\u00eddek jsme se nezab\u00fdvali srovn\u00e1v\u00e1n\u00edm s konkurenc\u00ed. Poukazov\u00e1n\u00ed na levn\u011bj\u0161\u00edho hr\u00e1\u010de na trhu upout\u00e1v\u00e1 pozornost kupuj\u00edc\u00edho, kter\u00fd o n\u011bm mo\u017en\u00e1 nev\u011bd\u011bl, a sni\u017euje d\u016fv\u011bryhodnost zna\u010dky, kter\u00e1 tak \u010din\u00ed.<\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--etapy apress_row_class_21327575376af18e87b8dbf\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_17714708006af18e87b8e47 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-etapy\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Pr\u016fb\u011bh<\/p>\n        <h2>Kl\u00ed\u010dov\u00e9 etapy.<\/h2>\n        <ol class=\"btop-cs__timeline\">\n          <li>\n            <span class=\"btop-cs__when\">Leden 2026<\/span>\n            <strong>V\u00fdpo\u010det sc\u00e9n\u00e1\u0159e sn\u00ed\u017een\u00ed<\/strong>\n            V\u00fdpo\u010det ro\u010dn\u00edho v\u00fdsledku p\u0159i p\u0159izp\u016fsoben\u00ed se \u00farovni konkurence. Rozhodnut\u00ed o nesn\u00ed\u017een\u00ed cen.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">\u00danor, b\u0159ezen 2026<\/span>\n            <strong>Nejt\u011b\u017e\u0161\u00ed obdob\u00ed<\/strong>\n            Pokles pod\u00edlu a objemu p\u0159i nezm\u011bn\u011bn\u00fdch cen\u00e1ch. Udr\u017een\u00ed kurzu navzdory tlaku uvnit\u0159 spole\u010dnosti.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">B\u0159ezen, duben 2026<\/span>\n            <strong>P\u0159estavba nab\u00eddky na sady<\/strong>\n            Sady p\u0159izp\u016fsoben\u00e9 konkr\u00e9tn\u00edm model\u016fm telefon\u016f, nov\u00e9 produktov\u00e9 karty, nov\u00e1 cenov\u00e1 struktura bal\u00ed\u010dk\u016f.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">Kv\u011bten 2026<\/span>\n            <strong>Informace o z\u00e1ruce a odesl\u00e1n\u00ed<\/strong>\n            Um\u00edst\u011bn\u00ed informac\u00ed o z\u00e1ruce a dob\u011b dod\u00e1n\u00ed na fotografie, do nadpis\u016f a na prvn\u00ed obrazovku popisu.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">\u010cerven, z\u00e1\u0159\u00ed 2026<\/span>\n            <strong>Stabilizace<\/strong>\n            Objem ni\u017e\u0161\u00ed ne\u017e v p\u0159edchoz\u00edm roce, mar\u017ee a zisk v\u00fdrazn\u011b vy\u0161\u0161\u00ed. Rozhodnut\u00ed o zachov\u00e1n\u00ed strategie.\n          <\/li>\n        <\/ol>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--wykres apress_row_class_6491929926af18e87b91d1\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_17916102176af18e87b925d hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-wykres\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">V\u00fdsledky<\/p>\n        <h2>Objem a hrub\u00fd zisk, m\u011bs\u00ed\u010dn\u011b.<\/h2>\n      <div class=\"btop-cs__chart\">\n        <svg viewbox=\"0 0 760 334\" role=\"img\" aria-label=\"Sloupcov\u00fd graf: Objem a hrub\u00fd zisk, m\u011bs\u00ed\u010dn\u011b, index, leden 2026 = 100. \u0158ady: Prodan\u00e9 kusy, hrub\u00fd zisk.\">\n          <g stroke=\"#dce7ee\" stroke-width=\"1\"><line x1=\"64\" y1=\"262.0\" x2=\"744\" y2=\"262.0\"\/><line x1=\"64\" y1=\"213.6\" x2=\"744\" y2=\"213.6\"\/><line x1=\"64\" y1=\"165.2\" x2=\"744\" y2=\"165.2\"\/><line x1=\"64\" y1=\"116.8\" x2=\"744\" y2=\"116.8\"\/><line x1=\"64\" y1=\"68.4\" x2=\"744\" y2=\"68.4\"\/><line x1=\"64\" y1=\"20.0\" x2=\"744\" y2=\"20.0\"\/><\/g>\n          <g class=\"btop-cs__axis\" text-anchor=\"end\"><text x=\"54\" y=\"266.0\">0<\/text><text x=\"54\" y=\"217.6\">30<\/text><text x=\"54\" y=\"169.2\">60<\/text><text x=\"54\" y=\"120.8\">90<\/text><text x=\"54\" y=\"72.4\">120<\/text><text x=\"54\" y=\"24.0\">150<\/text><\/g>\n          <g fill=\"#42b1e6\"><rect x=\"72.8\" y=\"100.7\" width=\"28.0\" height=\"161.3\" rx=\"3\"\/><rect x=\"148.3\" y=\"110.3\" width=\"28.0\" height=\"151.7\" rx=\"3\"\/><rect x=\"223.9\" y=\"120.0\" width=\"28.0\" height=\"142.0\" rx=\"3\"\/><rect x=\"299.4\" y=\"126.5\" width=\"28.0\" height=\"135.5\" rx=\"3\"\/><rect x=\"375.0\" y=\"129.7\" width=\"28.0\" height=\"132.3\" rx=\"3\"\/><rect x=\"450.6\" y=\"131.3\" width=\"28.0\" height=\"130.7\" rx=\"3\"\/><rect x=\"526.1\" y=\"129.7\" width=\"28.0\" height=\"132.3\" rx=\"3\"\/><rect x=\"601.7\" y=\"129.7\" width=\"28.0\" height=\"132.3\" rx=\"3\"\/><rect x=\"677.2\" y=\"129.7\" width=\"28.0\" height=\"132.3\" rx=\"3\"\/><\/g>\n        <g fill=\"#1c6d95\"><rect x=\"102.8\" y=\"100.7\" width=\"28.0\" height=\"161.3\" rx=\"3\"\/><rect x=\"178.3\" y=\"105.5\" width=\"28.0\" height=\"156.5\" rx=\"3\"\/><rect x=\"253.9\" y=\"108.7\" width=\"28.0\" height=\"153.3\" rx=\"3\"\/><rect x=\"329.4\" y=\"94.2\" width=\"28.0\" height=\"167.8\" rx=\"3\"\/><rect x=\"405.0\" y=\"82.9\" width=\"28.0\" height=\"179.1\" rx=\"3\"\/><rect x=\"480.6\" y=\"71.6\" width=\"28.0\" height=\"190.4\" rx=\"3\"\/><rect x=\"556.1\" y=\"63.6\" width=\"28.0\" height=\"198.4\" rx=\"3\"\/><rect x=\"631.7\" y=\"60.3\" width=\"28.0\" height=\"201.7\" rx=\"3\"\/><rect x=\"707.2\" y=\"58.7\" width=\"28.0\" height=\"203.3\" rx=\"3\"\/><\/g>\n          <g class=\"btop-cs__axis\" text-anchor=\"middle\"><text x=\"101.8\" y=\"284\">I<\/text><text x=\"177.3\" y=\"284\">II<\/text><text x=\"252.9\" y=\"284\">III<\/text><text x=\"328.4\" y=\"284\">IV<\/text><text x=\"404.0\" y=\"284\">V<\/text><text x=\"479.6\" y=\"284\">VI<\/text><text x=\"555.1\" y=\"284\">VII<\/text><text x=\"630.7\" y=\"284\">VIII<\/text><text x=\"706.2\" y=\"284\">IX<\/text><\/g>\n          <text class=\"btop-cs__axis\" x=\"64\" y=\"328\">index, leden 2026 = 100<\/text>\n        <\/svg>\n        <div class=\"btop-cs__legend\"><span><i style=\"background:#42b1e6\"><\/i>Prodan\u00e9 kusy<\/span><span><i style=\"background:#1c6d95\"><\/i>Hrub\u00fd zisk<\/span><\/div>\n      <\/div>\n        <p class=\"btop-cs__note\">Rozd\u00edl mezi ob\u011bma s\u00e9riemi se za\u010dal projevovat v dubnu, kdy se sady objevily v nab\u00eddce. Objem se ji\u017e nevr\u00e1til na p\u016fvodn\u00ed \u00farove\u0148, co\u017e ani nebylo c\u00edlem.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--tabela apress_row_class_3561983836af18e87b9656\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_7021852076af18e87b96dd hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-tabela\">\n<section class=\"btop-cs__section\">\n        <h2>Dev\u011bt m\u011bs\u00edc\u016f bez sn\u00ed\u017een\u00ed ceny.<\/h2>\n        <div class=\"btop-cs__wrap\">\n          <table>\n            <thead><tr><th>\u00dadaje o autorovi<\/th><th>Leden 2026<\/th><th>Z\u00e1\u0159\u00ed 2026<\/th><th>Zm\u011bna<\/th><\/tr><\/thead>\n            <tbody><tr><td>Jednotkov\u00e1 mar\u017ee<\/td><td>14%<\/td><td>23%<\/td><td>+9 procentn\u00edch bod\u016f.<\/td><\/tr><tr><td>Pr\u016fm\u011brn\u00e1 hodnota n\u00e1kupn\u00edho ko\u0161\u00edku<\/td><td>68 zlot\u00fdch<\/td><td>110 zlot\u00fdch<\/td><td>+61%<\/td><\/tr><tr><td>Po\u010det prodan\u00fdch kus\u016f za m\u011bs\u00edc<\/td><td>cca 9 200<\/td><td>cca 7 500<\/td><td>\u221218%<\/td><\/tr><tr><td>Po\u010det zpracovan\u00fdch z\u00e1silek<\/td><td>cca 6 100<\/td><td>cca 2 900<\/td><td>\u221252%<\/td><\/tr><tr><td>Kus\u016f v balen\u00ed<\/td><td>1,5<\/td><td>2,6<\/td><td>+73%<\/td><\/tr><tr><td>M\u011bs\u00ed\u010dn\u00ed obrat<\/td><td>cca 415 tis\u00edc zlot\u00fdch<\/td><td>cca 319 tis\u00edc zlot\u00fdch<\/td><td>\u221223%<\/td><\/tr><tr><td>Hrub\u00fd m\u011bs\u00ed\u010dn\u00ed zisk<\/td><td>cca 58 tis\u00edc zlot\u00fdch<\/td><td>cca 73 000 PLN<\/td><td>+26%<\/td><\/tr><tr><td>Zm\u011bny katalogov\u00fdch cen<\/td><td>,<\/td><td>0<\/td><td>,<\/td><\/tr><\/tbody>\n          <\/table>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--podsumowanie apress_row_class_4414992046af18e87b9aa2\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_12367163306af18e87b9b29 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-podsumowanie\">\n<section class=\"btop-cs__section\">\n        <h2>Jak jsme to ud\u011blali.<\/h2>\n        <p>Diskusi o sn\u00ed\u017een\u00ed cen uzav\u0159el v\u00fdpo\u010det, kter\u00fd uk\u00e1zal, \u017ee n\u00e1sledov\u00e1n\u00ed trhu neznamen\u00e1 men\u0161\u00ed zisk, ale ztr\u00e1tu 11,70 PLN na kus. N\u00e1sleduj\u00edc\u00edch osm t\u00fddn\u016f byly v\u00fdsledky hor\u0161\u00ed a to byl nejt\u011b\u017e\u0161\u00ed moment cel\u00e9ho projektu. Sady vy\u0159adily produkt z p\u0159\u00edm\u00e9ho cenov\u00e9ho srovn\u00e1n\u00ed a zv\u00fd\u0161ily hodnotu n\u00e1kupn\u00edho ko\u0161\u00edku z 68 na 110 z\u0142, p\u0159i\u010dem\u017e po\u010det z\u00e1silek klesl na polovinu. Obrat klesl o 23%, zisk vzrostl o 26%, a tak to m\u011blo b\u00fdt.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--powtarzalnosc apress_row_class_19365910786af18e87b9ec6\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_7277031006af18e87b9f4d hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-powtarzalnosc\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Opakovatelnost<\/p>\n        <h2>Pro\u010d si mysl\u00edme, \u017ee to nebyla n\u00e1hoda.<\/h2>\n        <div class=\"btop-cs__grid3\"><div class=\"btop-cs__card\"><h3>Sc\u00e9n\u00e1\u0159 sn\u00ed\u017een\u00ed je napl\u00e1nov\u00e1n do konce roku<\/h3><p>Rozhodnut\u00ed o cen\u011b se p\u0159ij\u00edm\u00e1 na z\u00e1klad\u011b tabulky s ro\u010dn\u00edm v\u00fdsledkem, nikoli na z\u00e1klad\u011b grafu pod\u00edl\u016f za posledn\u00ed m\u011bs\u00edc. Stejn\u00e1 tabulka plat\u00ed pro ka\u017edou kategorii, kter\u00e1 je pod tlakem.<\/p><\/div><div class=\"btop-cs__card\"><h3>Sada m\u00edsto jednoho kusu<\/h3><p>Produkt, kter\u00fd nem\u00e1 p\u0159\u00edmou obdobu, je z automatick\u00e9ho srovn\u00e1n\u00ed cen vy\u0159azen. Jedn\u00e1 se o nejlevn\u011bj\u0161\u00ed zp\u016fsob, jak z aukce vystoupit, jak\u00fd na tr\u017ei\u0161ti existuje.<\/p><\/div><div class=\"btop-cs__card\"><h3>V\u00fdhody, kter\u00e9 u\u017e m\u00e1\u0161, ale nejsou na prvn\u00ed pohled vid\u011bt<\/h3><p>Z\u00e1ruka, doba dod\u00e1n\u00ed, z\u00e1kaznick\u00fd servis v pol\u0161tin\u011b \u2013 to v\u0161e obvykle existuje, ale je schovan\u00e9 v z\u00e1lo\u017ece, kterou nikdo neotev\u00edr\u00e1. P\u0159idat tyto informace k fotk\u00e1m a do nadpisu nic nestoj\u00ed.<\/p><\/div><\/div>\n        <p class=\"btop-cs__note\"><strong>Co tento p\u0159\u00edpad nedokazuje:<\/strong> Tato strategie vy\u017eaduje re\u00e1lnou konkuren\u010dn\u00ed v\u00fdhodu, kterou lze prok\u00e1zat. U produktu, kter\u00fd se nevyzna\u010duje \u017e\u00e1dnou kvalitativn\u00ed, z\u00e1ru\u010dn\u00ed ani logistickou v\u00fdhodou, nen\u00ed co komunikovat a snaha o udr\u017een\u00ed mar\u017ee kon\u010d\u00ed ztr\u00e1tou jak objemu prodeje, tak zisku.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--cta apress_row_class_20309408026af18e87ba312\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_3179390146af18e87ba39f hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-cta\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__cta\">\n          <h2>Konkurence sn\u00ed\u017eila ceny a vy p\u0159em\u00fd\u0161l\u00edte, zda se k n\u00ed p\u0159idat?<\/h2>\n          <p>Spo\u010d\u00edt\u00e1me, jak by vypadal tv\u016fj ro\u010dn\u00ed v\u00fdsledek v obou sc\u00e9n\u00e1\u0159\u00edch, a zjist\u00edme, jak\u00e9 v\u00fdhody u\u017e dnes m\u00e1\u0161, kter\u00e9 kupuj\u00edc\u00ed nevid\u00ed. Ani\u017e bychom p\u0159edem p\u0159edpokl\u00e1dali, \u017ee sn\u00ed\u017een\u00ed ceny je chyba.<\/p>\n          <a class=\"btop-cs__btn\" href=\"https:\/\/btop.pl\/cs\/kontaktujte-nas\/\">Projd\u011bme si oba sc\u00e9n\u00e1\u0159e<\/a>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--powiazane apress_row_class_20617978556af18e87ba76c\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_16946322486af18e87ba7f3 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-powiazane\">\n<section class=\"btop-cs__section\">\n        <h2>Pod\u00edvejte se na dal\u0161\u00ed p\u0159\u00edpadov\u00e9 studie<\/h2>\n        <div class=\"btop-cs__related\"><a href=\"https:\/\/btop.pl\/cs\/audit-uctu\/\">Audit \u00fa\u010dt\u016f na tr\u017ei\u0161t\u00edch<span>Co je\u0161t\u011b sni\u017euje va\u0161i mar\u017ei<\/span><\/a><a href=\"https:\/\/btop.pl\/cs\/prodej-miniatur-a-fotografii\/\">Fotografie a prodejn\u00ed grafika<span>Jak uk\u00e1zat v\u00fdhodu, kter\u00e1 nen\u00ed na prvn\u00ed pohled patrn\u00e1<\/span><\/a><a href=\"https:\/\/btop.pl\/cs\/allegro\/\">Prodej na Allegro<span>Spr\u00e1va \u00fa\u010dtu a cenov\u00e1 strategie<\/span><\/a><\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Kdy\u017e konkurence sn\u00ed\u017eila ceny o 40%, my jsme se k tomu nep\u0159idali. Prodali jsme m\u00e9n\u011b kus\u016f, ale z\u00e1kazn\u00edk vyd\u011blal v\u00edce. Tady je to, co jsme zm\u011bnili m\u00edsto ceny.<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100],"tags":[],"class_list":["post-1793020112","post","type-post","status-publish","format-standard","hentry","category-case-studies"],"_links":{"self":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/1793020112","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/comments?post=1793020112"}],"version-history":[{"count":2,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/1793020112\/revisions"}],"predecessor-version":[{"id":1793020160,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/1793020112\/revisions\/1793020160"}],"wp:attachment":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/media?parent=1793020112"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/categories?post=1793020112"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/tags?post=1793020112"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}