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SHOPPING MARKETING IN A CHOSEN COMPANY
JAREŠOVÁ, Lucie
This bachelor thesis was elaborated on the theme {\clqq}Shopping marketing in a chosen company``. The chosen company was Phoenix LV, a. s. It is one of the most important farmacy whole sale trade in the Czech Republic. The company disposes of ten stocks all over the Czech Republic, that are subordinated to sixs shopping centers. The main aim of the thesis was an analyses of the shopping marketing. On this were depended a lot of next aims: a definition of the basic terms; an analyse of the contarporary state of the company in the sphere of the shopping marketing; to suggest an exact conception of dividing of the shopping marketing; verifying of this conception and summary. The marketing is divided into two parts, each of them deals with different activities. The shopping marketing discuses relationships with suppliers, internet-supplies and so on. The selling marketing deals with price, supplies for chemist´s, they give meetings, professional teach-in and semminars, competitions for chemist´s and so on. For the stating of the right dividing of the marketing there were used analyses of the inner and outer enviroment. Outer analyse was intent at competitors, suppliers, costumers, substitutes and the factors that influence the company (the society, the technology, the economy, the politics and the legislative). The inner analyses deals with the staff, technical equipment, finantial analyses. The analyses of the Porter model and the STEP analyses discovered incorrect dividing of marketing in the company. That´s why there was suggested a right transfer of several activities. The shopping marketing should only be engaged in treatment with suppliers and all the communication with them. By the inner analyses there weren´t discovered any scarcities. The company shouldn´t anyway forget about its staff. It is also important, to improve the technical equipment and follow the new trends in the exploration and financial contingentiens.
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