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Marketing audit in selected company
ŠACHTA, Martin
This thesis addresses the implementation of marketing audit in selected companies. For the analysis of the selected engineering company ENGEL Strojirenska ltd. based in the South Bohemian Kaplice. The thesis is divided into an introduction and objectives, literature review, characteristics, implementing marketing audit itself, solution design changes, conclusion and list of references. The literature review is characterized by marketing, micro and macro environments, PEST analysis, Porter's five forces model, competitor analysis and marketing audit. The next part is a characteristic of the chosen company and the bulk of the work is devoted to the implementation of the marketing audit itself. There is an audit of the marketing environment, marketing audit strategies, audit marketing organization, marketing systems audit, audit marketing audit productivity and marketing activities.The necessary information is collected through structured interviews with company management. Based on the findings that emerged from the marketing audit is given a proposal for changes to improve the current situation in the company.
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Strategic Analysis of an Enterprise
Dudincová, Jana ; Kovář, František (advisor) ; Tučková, Zuzana (referee)
In my diploma thesis I have worked up a strategic analysis of the Pacovské strojírny Inc. company, during which I have used various methods of internal and external strategic analysis. Strategic analysis included Analysis of Company Resources, Portfolio Analysis and SWOT Analysis. The external strategic analysis included Porter's Five Forces Model, PEST Analysis and Competitors Analysis. On the basis of the aforementioned analyses I recommended a suitable strategy for future development of the enterprise.
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