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Internal marketing strategy in a selected organization
MALISZEWSKÁ, Nikola
The thesis is focused on creation and application of internal marketing strategy into the development department. The theoretical part of the Thesis describes marketing strategy and its methods such as SWOT analysis, Portfolio analysis, Marketing audit and Benchmarking as well as marketing mix and the procedure of setting up a KPIs. The practical part of the Thesis consists of active usage of the methods in strategical marketing such as SWOT analysis, Portfolio analysis, Marketing audit and Benchmarking. In the second chapter the diploma thesis deals with the theoretical explanation of Marketing planning and plans, situational analysis such as SWOT, Portfolio analysis and Marketing audit. It also consists of explanation of Benchmarking, Marketing mix, Online marketing and KPI. The next chapter describes the target of the diploma thesis and its methodology. The following chapter focuses on the practical implementation of analysis. The next part describes the results of the analysis. The sixth chapter focuses on discussion about suggested strategy and KPI.
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MARKETING USAGE OF SOUTH BOHEMIAN POTENTIAL AND PARTNER REGIONS IN FORESTRY, FISH HUNTING AND NATURE PROTECTION WITH INTENT ON TOURISM DEVELOPEMENT
MATUŠOVÁ, Dita
The thesis regards to tourism service supplies in the fields of forestry, fishpond, hunting and nature protection focusing on South Bohemia and its partner regions. I chose this topic because of increasing interest in this field, especially the nature protection. One of the major aims of my thesis was to find out the current situation in this trade field and try to suggest expansion of service supplies and useful forms of advertising. For determination of these aims, we used marketing and management methods, particulary the SWOT analysis. Elaborating these analyses displayed competitive advantages of Orbis Viridis, o.p.s. company but on the other hand it also displayed absence of certain marketing strategies. This was the reason why we outlined several kinds of promotion. Initially, it would be creating of Internet presentation, that should increase public awareness about the company existence and its products and supplies in general.
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New methods of marketing in libraries
Steklá, Zuzana ; Landová, Hana (advisor) ; Dombrovská, Michaela (referee)
In last few years marketing become one of the key processes in libraries. Marketing is used as an efficient tool of competitive struggle and means for defining the identity of the library, it is also new way of communication with library users. Libraries could use tools of classic marketing, which are primarly intended for profit organizations, but they have to be aware of differences between profit and nonprofite sector. These differences are goals of the organization, its directions and management of finances. The base of quality marketing is environment analysis, user analysis, segmentation, targeting and positioning. Current trends lead libraries to use new marketing methods. Most popular methods are guerilla marketing, social media marketing, mobile marketing and green marketing. Guerilla marketing and social media marketing are useful for libraries because of their low costs. Creating of campaigns requires investment of information, knowlege and creativity. Mobil marketing allows library to reach its users in any life situation. Green marketing helps library to promote itself as organization with human face, which care about the environment. Creation of marketing campaign have to follow these procedure: determine the reasons for creating of the campaign, take into consideration real opportunities of...
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Marketing methods in practise
ŘEŘÁBEK, Tomáš
This bachelor thesis is focused on chosen marketing methods used in this discipline. In the thesis are used these analyses - SWOT analysis, Porter's model and ABC analysis. In literature survey is specified issue of marketing planning, situational analysis and especially issue of chosen marketing methods. In the following section are these analyses applied to the selected firm. Then they are evaluated from the view of concrete benefit for the company and also there is determined possible order in concrete situations in which the firm could be found.
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