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Suggestion of a strategy of a small and medium sized company in the area of consumer electronics
Švancara, Miroslav ; Šlechtová, Jitka (advisor) ; Bečvář, Martin (referee)
In the theoretical part, small and medium sized companies are described. In the analytical part, K+B Expert company was introduced by the author, as well as its competition. K+B Expert focuses on consumer electronics. It has 19 stores in the Czech republic -- it was a decision based on the strategic plan to expand its activities in the consumer electronics market in the horizontal network. The author chose Carlsbad region according to the situational analysis. A brand new store was to be created there, so all investment steps needed to be taken to set up a plain store, that needed to be supplied with all the necessary stock into the prepared racks and shelves. A marketing campaign followed together with the opening of the new store. K+B Expert used the marketing concept of its mother company network -- Expert CR. The marketing experts analyzed the effectiveness of several marketing tools. Leaflet was chosen as the most effective, since 55% of the survey respondents stated leaflet was the most effective in discovering that a new electronics store is to be opened. There were also advertisements on radio, on billboards and in newspapers. The cost of this marketing campaign exceeded the plan (the real cost was 836,500 CZK), it attracted more visitors than expected (a total of 8.560 visitors were attracted by the campaign). This has also impacted the sales, as the revenues were 9% higher than expected (totaled 4.36M CZK). Overall, the opening of the new store was a success and K+B Expert, s.r.o. can now look for a new region to expand with their activities.
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