Marketing Strategy for Brand VOIVO
| Thesis title: | Marketingová strategie pro značku VOIVO |
|---|---|
| Author: | Hlavsová, Kateřina |
| Thesis type: | Diplomová práce |
| Supervisor: | Postler, Milan |
| Opponents: | Pauliová, Kateřina |
| Thesis language: | Česky |
| Abstract: | Po teoretickém úvodu do problému je představena značka VOIVO,její charakteristika, ujasnění vize a mise. Ve třetí kapitole je provedena situační analýza, která zahrnuje analýzu makrookolí, mikrookolí i vnitřního prostředí. Všechny tyto faktory jsou pak sjednoceny ve SWOT analýze. Ze situační analýzy vychází následující kapitola, která se týká stanovení marketingových cílů pro značku VOIVO, ze kterých pak vychází navržená marketingová strategie, která je rozčleněnana dle nástrojů marketingového mixu. Celá práce je zakončena shrnutím a doporučením pro marketingovou strategii značky. |
| Keywords: | situační analýza; marketingový plán; marketingová strategie |
| Thesis title: | Marketing Strategy for Brand VOIVO |
|---|---|
| Author: | Hlavsová, Kateřina |
| Thesis type: | Diploma thesis |
| Supervisor: | Postler, Milan |
| Opponents: | Pauliová, Kateřina |
| Thesis language: | Česky |
| Abstract: | The brand VOIVO is introduced after theoretical introduction to the problem. There are introduced its characteristics, mission and vision. In third chapter, there is composed situation analysis, which summarizes makro-surround, mikro-surround and internal environment. All these factors are integrated in SWOT analysis. Next chapter arises from the situation analysis. This chapter deals with prescription of marketing targets for brand VOIVO, from which is proposed marketing strategy arises. This strategy is divided according to tools of marketing mix. Whole essay is concluded by summary and recommendation pro marketing strategy of the brand. |
| Keywords: | marketing plan; marketing strategy; situation analysis |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of Retailing and Commercial Communications |
Information on submission and defense
| Date of assignment: | 23. 3. 2009 |
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| Date of submission: | 30. 6. 2009 |
| Date of defense: | 10. 9. 2009 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/19983/podrobnosti |
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