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The marketing strategy of the business entity
Vlasák, Matouš ; Vokáčová, Lucie (advisor) ; Michal, Michal (referee)
The thesis focuses on the marketing strategy of commercial division Žirafa Stavebniny, which is a part of the construction company MAO a.s. Žirafa Stavebniny deals with sales of building materials, renting of construction machines and with a haulage.
The aim of the thesis is to design appropriate marketing strategies for retail sale that would result in achieving the objectives set by business divisions.
The theoretical part studies the concepts and the issues of strategic marketing planning and analyses that are needed to create a marketing strategy. The writing of this part was preceded by the studying of professional literature in order to compose a bibliographic search by means of description and comparison.
The theoretical part is followed by a chapter that describes basic information about the company MAO a.s. and its business division Žirafa Stavebniny. The external environment is evaluated through a PEST analysis, which is the analysis of competition in the industry, and market analysis.
The internal environment of the business division was analyzed by means of the financial analysis, the marketing mix analysis and the analysis of competitiveness. Thanks to the analyses, several opportunities and threats to the Žirafa have been revealed. What is considered as the most significant opportunities for the Žirafa are the low mortgage rate, the departure of a major competitor Raab Karcher from the market and last but not least the new owner of retail chain Baumax. Conversely, the most imminent threats are the unfavourable development of the construction industry and building production, the action of the Žirafa in a perfect competitive market, the withdrawal of the main competitor Raab Karcher from the market and the new owner of retail chain Baumax. The analyses also helped to find the strong and the weak points of the Žirafa. One of the most important strong points is an access to customer service quality. Furthermore, other plus points are the reputation, a long-term activity on the market and good relations with suppliers. However, there are considerable weaknesses that are worth mentioning, such as an inadequate use of communication media, poor sales and communication skills of employees, low-level websites and a weak retail environment.
By means of the SWOT matrix, there were generated different marketing strategies that are used to achieve the objectives of the Žirafa. In particular, it is a strategy to streamline marketing communication, a strategy focused on a quality of service, a strategy that deals with broadening of the assortment and a strategy which would improve the professionalism of the employees. Consequently, a draft action program for the marketing year of 2015/2016 is conceived on the basis of the results of analyses and the created marketing strategies.
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