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Petrof CRM system
Bukačová, Marie-Anna ; Kubálková, Markéta (advisor) ; Koliš, Karel (referee)
This Bachelor thesis deals with customer service management of company Petrof. The theoretical part engages in matters connected with CRM followed by clarifying what a customer means to the company and also what values of a customer there may be. Chapters with respect of the B2B market close the theoretical part of the thesis. In the first section of the practical part, the company Petrof is introduced and its position on the market. This is followed by analysis of acquired findings and based on these a SWOT analysis of the company. To conclude this matter, the thesis focuses on improvement suggestion in the customer service management field.
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Product launch marketing plan on B2B engineering market
Černohousová, Anežka ; Vávra, Oldřich (advisor) ; Kusá, Pavla (referee)
This diploma thesis deals with product launch marketing plan on B2B engineering market. The aim is to describe the marketing plan and comment it in terms of complexity and depth of this plan. The theoretical part describes the marketing plan and its parts considering the specifics of small business on B2B market. The practical part covers comments on the particular marketing plan in detail and suggests indicators which evaluate successful product launch. Finally, the conclusion evaluates marketing plan briefly and presents several suggestions to improve the plan based on specialized publications.
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Marketing Strategy of the chosen company
Sekeráková, Jana ; Zamazalová, Marcela (advisor) ; Štědroň, Bohumír (referee)
The aim of this master thesis was to provide management of XERTEC and its marketing department for possible improvements of the current marketing strategy. Optimal propose ideas starts with a planning phase of the strategic marketing process that is focused on understanding the business and its environment. It has helped the processing of the situational analysis. Macro-analysis was conducted by using the PEST analysis, micro environment was assessed by using Porter five forces model and for the mapping of the internal situation was used the background of the VRIO analysis. The results of these processes I have summarized in the SWOT analysis. After subsequent reminding the targets and key customer segments, I approached marketing strategy through marketing mix to describe the current situation in this area and suggest what could be improved. The most significant change should be focusing on pull strategy, instead of the current push one.
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Marketing strategy of a selected company
Petříková, Petra ; Průša, Přemysl (advisor) ; Koplík, Dalibor (referee)
This thesis deals with the analysis of the marketing strategy of the company Magneton a. s. This company focuses on production of electrical accessories that are used in passenger cars and trucks, in agricultural ans construction machinery and in other special applications. Magneton products reach its customers all around the world and the company supplies almost 50 countries. The thesis is devided into two parts. At the theoretical part there are general marketing statements, concerning marketing strategy. The practical part deals with analysis of the particular marketing mix of the company. At the end of this thesis the SWOT analysis and recommendation are mentioned.
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The use of event marketing as a part of company's marketing communication
Topičová, Markéta ; Král, Petr (advisor) ; Šojdel, Václav (referee)
The diploma thesis deals with the use of event marketing in the communications strategy of OBO Bettermann Praha which operates in business-to-business market in electrical engineering. The first part looks into event marketing from a theoretical point of view. The second part firstly introduces the company OBO Bettermann Praha and its marketing communications. Subsequently is the influence of event marketing on the company's business relations with its customers and business partners explored (currently the main pillar are theater evenings). The survey is conducted by online quantitative questioning of event's participants and qualitative in-depth interview with the director of the company. The survey results are evaluated in the final chapter of the thesis.
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Methodology of BtoB customer segmentation in the utilities on the Czech market
Filová, Andrea ; Koudelka, Jan (advisor)
Loyalty, improvement, better understanding of customers -- all these notions attract the interest and striving for improvement of many managers. The segmentation has become an indispensable part of path from a company to customers. Dividing market into distinctive groups allows a company to target customers in a better way. The energy industry in the Czech Republic is an example where the segmentation methodology is not working clearly, so entire organisations become disoriented as an effect of not clear B2B customer division. As there are not so many segmentation tools that would be made exclusively for an energy company, I decided to study this field and design a new one. In the first part, I will look into the energy industry specificities and functioning of the electricity market in order to understand the specifics of this industry on the Czech market. By looking into segmentation methods, particularly in the area of B2B, the important assumptions of the correct and effective segmentation will be discovered. In the second part, I applied the knowledge from the theoretical framework where the basic knowledge about the B2B market and the segmentation in this area were introduced. Moreover, the most appropriate variables of segmentation were grouped in the logical way. This knowledge will be used as a base for the creation of new segmentation methodology and application of the knowledge gained from the extensive research conducted abroad. All in all, the ultimate goal of my work is to create the new advanced segmentation methodology tool and to propose how the most suitable solutions can be designed.
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Marketing strategy of the company working on the B2B market
Prokopičová, Lucie ; Průša, Přemysl (advisor) ; Herrmann, Jaromír (referee)
This thesis deals with the analysis and discription of the marketing strategy of the company AkzoNobel Aerospace Coatings, the largest paints and coatings company, focusing on development, production and distribution of various types of paints and coatings around the world. The thesis is divided into two parts, theoretical and practical. At the first one there are just general marketing statements, concerning marketing mix and marketing strategy, the other one is devoted to analysis and discription of the particular marketing strategy and market share of the company both from global and Czech point of view. The very important part also creats the independent research within using the AkzoNobel's coatings and paints by the selected Czech companies.
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Marketing strategy of IMOPRA s.r.o. company
Moštěk, Stanislav ; Halík, Jaroslav (advisor) ; Hýbl, Petr (referee)
The thesis analyses the marketing strategy of IMOPRA s.r.o. company which operates in the sphere of automotive industry. The theoretical part is formed by the first free chapters and is elaborated from the standpoint of strategic marketing and strategic management. The other chapters form the analytical part which contains general characteristics of IMOPRA s.r.o. company and it analyses its existing marketing strategy from the standpoint of its specific position on B2B market as a certificated manufacturer of air conditioning parts. The conclusion contains the evaluation of company existing marketing strategy and it recommends some partial potential improvements.
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