Bakalářská práce / info:eu-repo/semantics/bachelorThesis
Osoba oponující práci:
The aim of this bachelor thesis is to use the theoretical knowledge from the area of B2B marketing of IT startup to analyse marketing processes of a small IT startup, to describe its current situation, to find and suggest possible improvements. In the theoretical part, the thesis first deals with the specifics of B2B marketing, afterwards it presents fifteen different marketing procedures used in startups and companies selling IT products. These marketing procedures were built on the search of over fifty electronic resources. The practical part introduces company eM Client, describes its marketing mix with the help of Porter's Five-Force Model, followed in this part by the knowledge gained in the theoretical part for the evaluation of the marketing mix and its proposed modifications. The marketing mix was rated as very good, but some weak spots were found and some improvements were made for these places. The marketing department of the company has gone through these proposed modifications to the company's marketing mix and assessed the extent to which they can be used in the company. Some of them will even be in the company soon.