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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Strategy of company marketing management
 Scherzlová, Zuzana ; Kala, Václav (advisor) ; Pavla, Pavla (referee)
The presented thesis analyses the strategic marketing management of a selected company and on the basis of a situational analysis suggests appropriate marketing strategy. The company Sportcentrum Statek in Buštěhrad was chosen for these purposes. The company is focused on sports activities suitable for people of all ages, particularly on the game of badminton which brings the company the highest revenues. In the first theoretical part, the basic concepts related to the topic are explained. Attention is paid especially to the marketing plan, marketing situational analysis, and marketing mix. In the practical part is a characterization of the chosen company first. Followed by the situational analysis divided into the external and internal environment of the company on the basis of which are identified opportunities and threats for the company and its strengths and weaknesses. All this is summarized in the SWOT matrix at the end. The next part deals with internal and external stakeholders. The findings are summarized in conclusion, and on their basis are submitted measures and recommendations, which ought to lead the company to increase its market share.
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