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Marketing Strategy of a Selected Nonprofit Organization
Kolomazník, Tomáš ; Kolenc, Jana (referee) ; Chlebovský, Vít (advisor)
The aim of the master thesis is to create a proposal of marketing strategy, resp. segmen-tation and marketing mix for a selected NGO which is aimed at protecting the cultural heritage. The thesis summarizes the principles of elaboration of a marketing strategy, which are needed for internal and external analysis. Emphasis is given to Customer analysis which (together with SWOT analysis) forms the cornerstones for setting the goals of marketing strategy. Benefits should be: increased awareness of the brand and organization’s activities, the acquisition of new customers and additional funds.
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Marketing Strategy of a Selected Nonprofit Organization
Kolomazník, Tomáš ; Kolenc, Jana (referee) ; Chlebovský, Vít (advisor)
The aim of the master thesis is to create a proposal of marketing strategy, resp. segmen-tation and marketing mix for a selected NGO which is aimed at protecting the cultural heritage. The thesis summarizes the principles of elaboration of a marketing strategy, which are needed for internal and external analysis. Emphasis is given to Customer analysis which (together with SWOT analysis) forms the cornerstones for setting the goals of marketing strategy. Benefits should be: increased awareness of the brand and organization’s activities, the acquisition of new customers and additional funds.
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Marketing strategy of the company Best Consulting & Training, s.r.o.
Hrdinová, Jitka ; Procházková, Markéta (advisor) ; Kulovaný, František (referee)
The graduation thesis is concerned in the marketing strategy of a small company Best Consulting & Training, s.r.o. situated in Benešov. The company provides services in field of the welding's education. There is a problem regarding a lack of customers. In the graduation thesis is analysed the business environment and internal situation of the company. In the final part of thesis are proposed chosen marketing strategy, possibilities regarding improving the company's offer and marketing budget for the future five years.
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Cooperation of Region financial center with small and medium-sized businesses
MATUŠOVÁ, Dita
Small and medium sized businesses play an important part in functioning economy. Due to the current economy crisis, enterpreneurs have to reevaluate their ecomonic strategies in order not only to remain prosperous, but to try to expand as well. Therefore it is important for them to choose the right banking institution that can satisfy their needs. Poor selection of bank product could cause financial burden for the business and would not meet the original expectations. The aim of this dissertation is to identify the hidden potential of the regional financial centre of the Poštovní spořitelna Bank in Ceske Budejovice (PSB), in order to get new clients amongst small and medium sized businesses. First, based on the findings in the questionnaire and business environment analysis, this dissertation will try to analyze certain PSB products for small and medium sized businesses. Secondly, to analyze the interest and demand of the businesses, their number and layout in South Bohemia, especially in Ceske Budejovice region. The above mentioned questionnaire and business environment analysis confirmed that small and medium sized businesses are not much aware of the PSB{\crq}s products, and therefore the use of them is rather poor. The solution may be a certain way of closer communication with small and medium sized businesses. Building this type of communication is dependant on regional marketing budget and thus not easy, due to the limited resources. The final decision maker in this case is the regional bank director. The PSB will cooperate with Association of small and medium sized businesses as well as with the South Bohemian Economic Chamber, and also will advertise in regional press.
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Marketing neziskových organizací
Kohnová, Markéta ; Khendriche Trhlínová, Zuzana (advisor) ; Hrusová, Lucie (referee)
Marketing has always been a key subject in commercial organisations, being an integral part of the business strategy and plans. In the non-profit sector, there is still a reticence towards the subject, often seen as either unnecessary or even a waste of the often very limited financial resources. As a reaction to that, this work discusses the importance and use of marketing in non-profit organisations and explores the issues around the subject with relation to the non-profit entities as well from a theoretical point of view as through case studies where the marketing efforts of a number of different non-profit organisations were analysed. The overall objective is to prove that also in non-profit organisations marketing should be an integral part of the overall business plan and is key to the overall success of the non-profit organisation.
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