Vytvoření produktu Logistické poradenství/audit

This thesis focuses on the design and implementation of a new service product, “Logistics Consulting,” for DEF company, with the aim of strengthening the company’s competitiveness through the sharing of expert know-how. The theoretical section defines modern concepts of SCM, Logistics 4.0, and the logistics audit methodology according to KLA standards. The practical section includes a PESTLE analysis of the macroenvironment, competitive benchmarking, and an original questionnaire survey of 41 companies, which identified a need for independent consulting in the small and medium-sized enterprise segment. The main output is the definition of a “middle-of-the-road” product that combines an objective audit phase with optional subsequent implementation or outsourcing. The thesis further establishes the organizational structure of the consulting team within the sales department, defines a pricing strategy, and proposes a marketing communication plan based on building trust and expert status on LinkedIn and professional forums. The objectives of the thesis were fulfilled by creating a comprehensive methodological and business framework for the successful launch of the service.