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Proposal of Marketing Strategy for Company
Holoubková, Pavlína ; Parimucha, Jiří (referee) ; Koleňák, Jiří (advisor)
This master’s thesis is focused on issue of marketing strategy. The goal of this thesis is the proposal of marketing strategy for selected company with focus on industrial marketing based on acquired theoretical knowledge. The output of this thesis are the specific proposals and provision leading up to achieve of marketing and sales goals and improve overall financial situation of the company.
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Marketing and Communications Strategy of a B2B Company
Rajmicová, Iva ; Mikeš, Jiří (advisor) ; Tomášek, Přemysl (referee)
The thesis deals with main issues of B2B marketing and marketing communications of a company providing services in the B2B market. The principles of B2B marketing are less known than those of B2C marketing, although most of the companies operate in the B2B market. The thesis is divided into four chapters. The first chapter concerns the basic conception of marketing and its form nowadays. The two following chapters deal with services marketing and B2B marketing. The last chapter represents an analysis of marketing and communications strategy of Advanced World Transport a.s., which belongs among the biggest private carriers across the whole of Europe.
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The analysis and proposal of changes in a marketing strategy of a selected company
Pokorná, Adriana ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The main aim of this graduation thesis is a proposal of changes in a marketing strategy in the area of the B2B service marketing, to be specific in the area of special trainings. The theoretical part consists of two chapters. The topic of the first chapter is a process of the strategic marketing. The second chapter describes specifics of the B2B marketing, specifics of the service marketing and theoretical backgrounds of the employee education. The methodical part consists of remaining two chapters. The third chapter focuses on the situational analysis. It consists of an analysis of the external environment, an analysis of an internal environment and a market research. The fourth chapter is based on results of the third chapter. The main aim of the last chapter is to propose a concrete marketing strategy, including a budget proposal.
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The comparison of intercultural marketing differences in the selected markets of the EU and the Eastern Europe with a focus on industrial organisations behaviour
Hrbek, David ; Zamykalová, Miroslava (advisor) ; Přikrylová, Jana (referee) ; Kita, Jaroslav (referee) ; Stránský, Lubomír (referee)
Intercultural marketing is a constant process of marketing programs adaptation to the national or international target markets. Intercultural differences play an important role in the process of implementing marketing strategies, hence while doing marketing research, market segmentation and selection of suitable target groups, developing brand positioning and implementing marketing mix -- product, price, distribution and communication. The dissertation work of David Hrbek provides a reader with a complex of characteristics of cultural divergences in selected countries of European Union and Eastern Europe -- Germany, Austria, Italy, Poland, Russia, Ukraine and Belarus -- with a goal to define manners of behavior of industrial (B2B) subjects in these countries, to analyze business environment and to synthesize the main findings about the ways of leading business negotiations. Based on numerous practical examples the author comes to the conclusion that in spite of the fact business negotiations in B2B markets have been determined mostly by rational data - product description, services, price, terms of delivery, payment conditions, etc. - it more and more appears, that knowledge of cultural disparities of particular countries, selection of appropriate methods of business negotiation with a foreigner, and ability to adjust business habits and ethics in foreign environment, significantly influence results of the business transactions. Without knowledge of local environment, language, hierarchy of values, historical and cultural heritage, and at last but not least careful selection of strategy and tactics of business negotiation, it would be very difficult to realize large and organizationally complex business contracts. The work has a highly practical use due to extended collection and synoptic comparison of business environments in seven selected European countries. The author offers broad analysis of political, legislative and economic factors, and describes specific conditions for selling Czech goods into the above mentioned markets. These data, collected in close cooperation with the Czech embassies and commercial representation abroad, are universally applicable for Czech exporters and establish a frame for further analyses in the area of social-cultural environments and leading business negotiations with foreign partners.
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Marketing strategy proposal for the company Kopp Elektrotechnika spol. s r.o.
Kořínková, Hana ; Král, Petr (advisor) ; Vokáč, Matěj (referee)
The theoretical part of the thesis focuses on basic characteristics and features of industrial markets and on the current development in this area. The methodical plan deals with the marketing strategy process. The practical part is divided into two parts. The former deals with the situational analysis of the company Kopp Elektrotechnika spol. s r.o. The latter links to the situational analysis and results in the marketing strategy proposal for the company.
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