Marketingová strategie firmy Dekstra Bus

The goal of the thesis is to suggest changes based on marketing strategy research and change factors such as names of the minibuses and presentation on the market via bus expos to be more visible on the market and make Dekstra Bus expand into international level in the future. The first chapter concerns a theoretical review of marketing strategies, including Small and middle-companies, Business to Business market, its related concepts and characteristics of Business to Government. The second chapter evaluates the current marketing strategy of Dekstra Bus, analyzes the market and suggests a new marketing strategy by Scorpio model and elaborates the possibility of market expansion and steps necessary to do so.