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Marketing plan of a chosen company
DVOŘÁKOVÁ, Zuzana
The thesis deals with the way of compiling a marketing plan, according to which the company ACR auto, a.s. could build its posiion in a competitive environment. The result of the thesis is to evaluate the current marketing plan and to propose its update for the following period.
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Marketing planning of school canteens with no lunch-ordering system
Veselá, Monika ; Trunda, Jiří (advisor) ; Svoboda, Petr (referee)
The thesis is concentrated on the marketing planning at school canteens with no lunch - ordering system. The purpose of this study is to analyze factors that influence attendance and choice of the school canteen customers. The quantitative research data was gathered with the aid of questionnaires. The comparative method was used to compare data of the questionnaires with the real data from the school canteen that has successfully run no lunch - ordering system for seven years. Three hundred questionnaires were sent to parents of the school canteen customers and two hundred and thirty - four responses were received. The response rate was nearly eighty percent. Sixty questionnaires were sent to management of the school canteens of the whole Czech Republic and forty - five responses were received. The response rate was seventy five percent. The results of the questionnaires were compared with the data of the school canteen with no lunch - ordering system. According to the results of the study the author recommends that management of the school canteens with no lunch - ordering system consider using the Marketing Mix, also known as the 4 P's of Marketing. All he factors - product, price, place and promotion influence the attendace and choice of school canteen customers.
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The SK Tenis Kladno marketing plan
Urbanová, Anna ; Voráček, Josef (advisor) ; Procházka, Jan (referee)
Topic: The SK Tenis Kladno marketing plan Objectives: The main objective is creating a marketing plan for SK Tennis Kladno Tennis Club. The sub-objective was to conduct a situation analysis on which basis was the marketing plan developed. Methods: In this work I used the method of analysis, method of inquiry and method of scaling. By the method of questioning were collected information about customers, their views, needs and desires. The club itself was analyzed, such as its competitors, partners and customers. The method of scaling was used in case of the club and competition analysis. SWOT analysis is included. Results: The analyzes revealed that the club has one strong competitor and two weaker competitors. The results further showed that the greatest weakness of the club is pricing policy stance, the current management of the club and the poor atmosphere in it. The marketing plan focuses both on the young generation, ie. children and young people, both amateur players. Key words: marketing planing, marketing mix, marketing objectives, propagation, cost, customer, competition
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Marketing Plan of a chosen Company
KOMÁRKOVÁ, Hana
The aim of this bachelor's thesis is to analyse the recent situation of marketing activities of the chosen company and to draw up a marketing plan. The thesis describes the theoretical background related to the marketing planning and analysis of the individual parts of the marketing plan. Based on the analysis, the marketing goals and the business strategies are set. The elements of the current marketing mix are evaluated and improved. The marketing plan also contains programs of planned activities, budgets and the control performance. The thesis primarily pays attention to the marketing plan to be applicable in practice.
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The marketing strategy of the business entity
Vlasák, Matouš ; Vokáčová, Lucie (advisor) ; Michal, Michal (referee)
The thesis focuses on the marketing strategy of commercial division Žirafa Stavebniny, which is a part of the construction company MAO a.s. Žirafa Stavebniny deals with sales of building materials, renting of construction machines and with a haulage.
The aim of the thesis is to design appropriate marketing strategies for retail sale that would result in achieving the objectives set by business divisions.
The theoretical part studies the concepts and the issues of strategic marketing planning and analyses that are needed to create a marketing strategy. The writing of this part was preceded by the studying of professional literature in order to compose a bibliographic search by means of description and comparison.
The theoretical part is followed by a chapter that describes basic information about the company MAO a.s. and its business division Žirafa Stavebniny. The external environment is evaluated through a PEST analysis, which is the analysis of competition in the industry, and market analysis.
The internal environment of the business division was analyzed by means of the financial analysis, the marketing mix analysis and the analysis of competitiveness. Thanks to the analyses, several opportunities and threats to the Žirafa have been revealed. What is considered as the most significant opportunities for the Žirafa are the low mortgage rate, the departure of a major competitor Raab Karcher from the market and last but not least the new owner of retail chain Baumax. Conversely, the most imminent threats are the unfavourable development of the construction industry and building production, the action of the Žirafa in a perfect competitive market, the withdrawal of the main competitor Raab Karcher from the market and the new owner of retail chain Baumax. The analyses also helped to find the strong and the weak points of the Žirafa. One of the most important strong points is an access to customer service quality. Furthermore, other plus points are the reputation, a long-term activity on the market and good relations with suppliers. However, there are considerable weaknesses that are worth mentioning, such as an inadequate use of communication media, poor sales and communication skills of employees, low-level websites and a weak retail environment.
By means of the SWOT matrix, there were generated different marketing strategies that are used to achieve the objectives of the Žirafa. In particular, it is a strategy to streamline marketing communication, a strategy focused on a quality of service, a strategy that deals with broadening of the assortment and a strategy which would improve the professionalism of the employees. Consequently, a draft action program for the marketing year of 2015/2016 is conceived on the basis of the results of analyses and the created marketing strategies.
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Marketing Strategy of Selected Enterprise
Jedličková, Zuzana ; Vokáčová, Lucie (advisor) ; Pavel, Pavel (referee)
Master thesis Marketing strategy of selected enterprise is engaged in optimizing the marketing campaign for the launch of the product on the market. Document Scanner DR-C240, which introduces Canon at the B2B market, due to changes in legislations, targeting the sale of the state administration and the executive. The theoretical part defines basic themes and concepts that are the introduction of a product on the market and marketing strategies linked. In the practical part there is analysis of the marketing mix of product, PEST analysis, Porter's model, evaluation of existing strategies, information from an interview with an Canon employee and also financial data analysis. All this is used to formulate recommendations for optimizing marketing campaigns. The author also formulates specific recommendations on product and communication level to the selected entity to help overcome a sluggish performance in recent years and has helped in increasing sales.
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Proposal of Marketing Plan
Kovář, Jan ; Mráček, Pavel (referee) ; Šimberová, Iveta (advisor)
The theme of my bachelor’s thesis is a marketing plan regarding to Czech representation of Ford Motor Company. The thesis deals with a stabilization of model Mondeo and its position in comparison to the competition of medium-size automobile category and increasing of its sales. It also treats of conditions within a large competition and pressure for constantly higher vehicle norms.
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Proposal of a marketing strategy
Lukášová, Jana ; Maštera, František (referee) ; Chalupský, Vladimír (advisor)
The object of my thesis "The proposal of Marketing Strategy" is analysing the company Trade Lukáš s. r. o. and its proposal marketing strategy. The first part is focused on theoretical marketing and the process of markketing strategy. The folowing part describes and analysses the company. The third part contains suggestion and recommendations for the comapany, which resulted from the analytical part.
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