Optimalizace online marketingu a online prodeje v B2B společnosti

The main objective of this thesis is to propose a set of recommendations for improving the effectiveness of the online marketing and sales activities of the B2B company Förch s.r.o. As part of its secondary objectives, the thesis first analyzes the current digital marketing communications of the company and its competitors and examines its untapped opportunities, using secondary data research for this purpose. This is followed by primary data research in the form of a qualitative study using semi-structured interviews with sales representatives who are involved in online sales. The goal is to identify the key factors contributing to the e-shop’s insufficient share of the company’s total revenue and to propose appropriate corrective measures. The results mainly reveal technical and user-related unreliability of the company’s e-shop, a lack of motivational elements for customers, and room for improvement in communication on the website and social media. The final recommendations primarily focus on improving the e-shop’s technical functionality and user-friendliness, implementing a rewards system, supporting sales representatives’ competencies, and utilizing new channels such as influencer marketing, YouTube, or email marketing. The thesis provides practical input for management to strengthen the company’s digital competitiveness.