Marketing Strategy of a chosen Firm
| Thesis title: | Marketingová strategie vybrané firmy |
|---|---|
| Author: | Havlíková, Žaneta |
| Thesis type: | Diplomová práce |
| Supervisor: | Hesková, Marie |
| Opponents: | Jelínková , Linda |
| Thesis language: | Česky |
| Abstract: | V práci jsou zpracovávány základní informace pro zadávající firmu, dále marketingová situační analýza, v té je rozebrána interní a externí analýza pomocí PEST analýzy, analýzy produktového portfolia - Bostonská matice, Porterův model pěti sil a SWOT analýza. Je zkoumán dosavadní vývoj firmy a současný stav. V práci jsou popsány příležitosti, schopnosti a zdroje firmy. Dále je stanoveno základní poslání a cíle společnosti, segmentace trhu, targeting a positioning. Na závěr je zpracována marketingová strategie podle strategií ve výrobkové oblasti, v cenové oblasti, distribuční strategie, strategie v oblasti promotion a strategie podle trendů trhů. |
| Keywords: | positioning; targeting; segmentace trhu; marketingová situační analýza; marketingová strategie |
| Thesis title: | Marketing Strategy of a chosen Firm |
|---|---|
| Author: | Havlíková, Žaneta |
| Thesis type: | Diploma thesis |
| Supervisor: | Hesková, Marie |
| Opponents: | Jelínková , Linda |
| Thesis language: | Česky |
| Abstract: | This thesis is based on the basic informations of the company,the marketing situational analysis is broken down in the internal and external analysis using PEST analysis, analysis of product portfolio - the Boston Matrix, Porter's five forces model and SWOT analysis. There is a description of the current business developments and current status. This thesis describes the opportunities, skills and resources of the company. Further I have specified the basic mission and objectives, market segmentation,targeting and positioning. The conclusion contains the marketing strategies according to the product strategies in pricing, distribution strategy, promotion strategy and the strategy according to market trends. |
| Keywords: | positioning; targeting; segmentation of market; marketing strategy; marketing situation analysis |
Information about study
| Study programme: | Ekonomika a management/Management |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Management |
| Department: | Department of Management Business |
Information on submission and defense
| Date of assignment: | 9. 12. 2009 |
|---|---|
| Date of submission: | 22. 4. 2011 |
| Date of defense: | 10. 1. 2012 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/27272/podrobnosti |