Methodology of B2B Customer Segmentation in the Utilities on the Czech Market: Tool for Customer Classification into Segments

Autor práce: Filová, Andrea
Typ práce: Diplomová práce
Vedoucí práce: Koudelka, Jan
Osoba oponující práci: Stratil , Vladimir

Informace o vysokoškolské kvalifikační práci

Název práce: Methodology of B2B Customer Segmentation in the Utilities on the Czech Market: Tool for Customer Classification into Segments
Typ práce: Master thesis
Jazyk práce: English
Abstrakt: Loyalty, improvement, better understanding of customers -- all these notions attract the interest and striving for improvement of many managers. The segmentation has become an indispensable part of path from a company to customers. Dividing market into distinctive groups allows a company to target customers in a better way. The energy industry in the Czech Republic is an example where the segmentation methodology is not working clearly, so entire organisations become disoriented as an effect of not clear B2B customer division. As there are not so many segmentation tools that would be made exclusively for an energy company, I decided to study this field and design a new one. In the first part, I will look into the energy industry specificities and functioning of the electricity market in order to understand the specifics of this industry on the Czech market. By looking into segmentation methods, particularly in the area of B2B, the important assumptions of the correct and effective segmentation will be discovered. In the second part, I applied the knowledge from the theoretical framework where the basic knowledge about the B2B market and the segmentation in this area were introduced. Moreover, the most appropriate variables of segmentation were grouped in the logical way. This knowledge will be used as a base for the creation of new segmentation methodology and application of the knowledge gained from the extensive research conducted abroad. All in all, the ultimate goal of my work is to create the new advanced segmentation methodology tool and to propose how the most suitable solutions can be designed.
Klíčová slova: energy industry; B2B market; methodology; Segmentation

Informace o studiu

Studijní program a Studijní obor: Ekonomika a management/International Management
Typ studijního programu: Magisterský navazující studijní program
Jméno přidělované hodnosti: Ing.
Instituce přidělující hodnost: University of Economics, Prague
Název fakulty: Faculty of Business Administration
Název katedry: Department of Marketing
Instituce archivující a zpřístupňující VŠKP: University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce: 15. 11. 2010
Datum podání práce: 25. 8. 2011
Datum obhajoby: 12.09.2011

Soubory ke stažení

Hlavní práce29205_xfila06.pdf [1,55 MB]
Oponentura22928_Stratil .pdf [383,63 kB]
Hodnocení vedoucího29205_janjiri.pdf [341,81 kB]

Údaje ze systému InSIS

Identifikátor https://insis.vse.cz/zp/29205/podrobnosti