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Marketing strategy of the company Damedis, s.r.o.
 Richterová, Lucie ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
1 Abstract The bachelor thesis is focused on the marketing strategy of Damedis, s.r.o., which sells printers and printing consumables. The theoretical part introduces the company Damedis and defines the basic concepts of marketing strategy tools and analyses that will be used. The current marketing communication of Damedis is presented. In the practical part a questionnaire was developed to investigate the general awareness of Damedis as well as the purchasing preferences in the market. Furthermore, a competitive and situational analysis for Damedis was conducted. From the situational analyses, PEST analysis, Porter's five forces analysis and SWOT analysis were conducted and the results were used to suggest improvements in the marketing strategy of Damedis. The conclusion from the analyses carried out was a recommendation for Damedis to consider changing the name of their private label to make it more memorable to end consumers and to link the name to the company name. Furthermore, recommendations were made to improve the overall marketing communication to increase brand awareness among the consumers of the products sold.
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See also: similar author names
15 RICHTEROVÁ, Lenka
15 Richterová, Lenka
2 Richterová, Ludmila
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