Home > Search Results: keywords:"strategic marketing process"
Search:
Search Tips :: Advanced Search
Search collections:
Sort by: Display results: Output format:
National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Marketing Strategy of the Accommodation Facility
 BERÁNKOVÁ, Tereza
The aim of this diploma thesis is to set a marketing strategy for accommodation facility based on theoretical knowledge, carried out analysis and survey of customer satisfaction. As an accommodation facility has been selected a family guesthouse called Penzion Na Špičáku which is located in Český Krumlov. This diploma thesis explains terms as a marketing, strategic marketing, marketing strategy, strategic marketing process and other important terms for well understanding of given topic. For the research in this thesis, there are selected analysis of internal and external environment, competition analysis, SWOT analysis and short questionnaire of customer satisfaction. Due to the Covid-19 pandemic, the analysis of impacts on other similar accommodation facilities has been added into this thesis. Based on the outcome of the research and analysis, there is suggested a marketing strategy and actions that would lead to higher competitiveness of chosen guesthouse.
Detailed record
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.
Detailed record

Interested in being notified about new results for this query?
Subscribe to the RSS feed.
Digital Repository :: Search :: Submit :: Personalize :: Help
Powered by Invenio v1.1.2
Maintained by admin.invenio@techlib.cz
This site is also available in the following languages:
Česky  English