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Marketing Situational Analysis of a chosen Company
ROUPCOVÁ, Simona
The aim of this diploma thesis was to analyse the work of marketing manager with the application of detailed situational analysis. The theoretical part outlines briefly the basic marketing notions including strategic marketing process, marketing situational analysis and its main parts. The theoretical part also includes SWOT and VRIO analyses and its methodology. The practical part respects the theoretical structure of the thesis. Reader will find the introductory information about the analysed company and its object of business. Next part follows up with the analysis of Macro and Micro Environment. The results that stem from the Macro Environment concerns many threaths to the company, for instance the anticipated economic recession, salary inflation, price instability of raw material, natural distaster (specifically the global virus disease). PEST analysis, however, find out several possible opportunities that could be taken. Among the most significant opportunities, we can name the production technlogy, new market possibilities, higher importance of private label products or the power of suppliers. The analysis of Micro Environment find out that the company´s strengths outbalanced over its weaknesses. Let´s outline the company´s name, product, market share or technical level. Contrary to these strenghts, the main weakness of the plant concern bad financial results in 2016, 2017, level of promotion of quality of middle management. VRIO analysis confirmed the results of SWOT analysis. Furthermore, it highlights the importance of company´s know-how as a part of intagible sources. Based on the accomplished analyses we may deem that the company tracks efficiently the customer´s shopping behavior. The firm gather different information from various sources - official sales reports, exhibitions, social networks, customer service center, sales department or external exploratinal agency. To boost the company´s competitiveness and the market share, the author proposes 7 measurements. The first proposal concerns the possibility to gain the czech quality certificate to prove the quality a local product origin. The 2nd proposal deals with the idea to reach the foreign trade market. The next suggestion is to exploit company´s event action called Bel day to attract the current and potential new customers. The fourth proposal operates with the possible cooperation with chosen students, who can help to analyse the behavior of the final consumers with the usage of social network and questionnaires. Fifth proposal recommend finding the location of zeletava´s products in customer´s mind. Another suggestion concerns the survey to explore what new products, mixtures packages would be welcomed by customers and the last proposal suggest creating transparent webpages of company.
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