This master thesis focuses on analyzing the marketing management company Diplomat Dental Ltd. The aim of this work is to analyze the application of marketing management in the company and considering the facts suggest solutions that will lead to an increase in marketing activities and the total company running. The company is analysed from the internal and external aspect through marketing analyses as marketing mix, value chain analysis, SWOT analysis, SLEPT analysis and others.

The subject of this diploma thesis is focused on marketing problems of company. The thesis includes solutions of marketing mix and identification of products and services. The result is suggestion of marketing mix improvement, especially of marketing communication.

Syftet med denna studie är att skapa kunskap om hur digitalisering har påverkat marknadsföringsstrategier inom svenska apotek som verkar inom både e-handel och fysisk verksamhet. Två forskningsfrågor har undersökts, vilka är hur marknadsföringsstrategier påverkats av digitaliseringen i svenska apotek samt hur denna utveckling hjälpt apoteken i Sverige att konkurrera med varandra. Kvalitativ metod med abduktiv ansats har använts vid denna studie. Fallstudieformat har applicerats med semistrukturerade intervjuer som datainsamling. Fallstudieobjekten var Meds, Apotea, Apoteket AB och Apotek Hjärtat. Intervjuerna har analyserats genom innehållsanalys och tematisk analys. Resultatet visar att digitaliseringen påverkat en snabb utveckling av marknadsföringskanaler och distribution såsom e-handelsbutikerna för apoteken i Sverige. Vi drar slutsatsen att digitaliseringen gett upphov till nya strategier som ges större utrymme inom marknadsföringsarbetet hos apoteken. Vi kan också se att apoteken i denna studie utgår från traditionella strategier och kompletterar dessa med digitala marknadsföringsstrategier som även ges störst utrymme. Studien fyller ett forskningsgap för apoteksföretagen i Sverige och marknadsföringsstrategierna till följd av digitaliseringen. Studien bidrar till ökad förståelse för hur digitaliseringen påverkat apotekens utveckling och hur marknadsföringen ser ut för samtliga fallföretag. En framtida forskning kring hur apoteken i Sverige utvecklas längre fram i digitaliseringen samt med fler apoteksföretag.

Die Stadtbibliothek Ebersbach-Neugersdorf liegt in unmittelbarer Nähe zur sächsisch- tschechischen Grenze, die Sprache des Nachbarlandes sowie grenzüberschreitende Begegnungen sind feste Bestandteile des Alltags und des kulturellen Lebens in der Region. Dementsprechend führt die Bibliothek einen kleinen Bestand von Medien in tschechischer Sprache, der bisweilen eine eher zurückhaltende Nachfrage erfahren hat. In der vorliegenden Arbeit werden anhand verschiedener Analysen mögliche Ursachen für die geringen Benutzungszahlen aufgezeigt und darüber hinaus potenzielle Zielgruppen für den tschechischen Bestand ermittelt. Die Grundlage dafür bilden u. a. die Bestands- und Ausleih- zahlen der Stadtbibliothek, Informationen aus Gesprächen mit der Bibliotheksleiterin und Sekundärdaten, die durch verschiedene Einrichtungen bereitgestellt bzw. aus diversen Internetdokumenten entnommen wurden. Die Auswertung zweier Studien zum Leseverhalten der tschechischen Bevölkerung sowie eine Experten-Befragung erlauben Rückschlüsse auf die Bedürfnisse dieser Zielgruppen. Anhand der zusammengetragenen Erkenntnisse werden Ziele und Maßnahmen ausgearbeitet, die zukünftig eine bedarfsgerechte Bestandsentwicklung der tschechischen Medien ermöglichen sollen.:3 Abbildungs- und Tabellenverzeichnis 4 1 Einleitung 5 2 Der tschechischsprachige Bestand der Stadtbibliothek Ebersbach-Neugersdorf 8 2.1 Die Stadt Ebersbach-Neugersdorf 8 2.2 Die Stadtbibliothek Ebersbach-Neugersdorf 9 2.3 Aktuelle Umsetzung der Marketinginstrumente 11 2.4 Nutzungsbezogene Bestandsevaluierung 17 2.5 Konkurrenzanalyse 19 2.6 Marktsegmentierung 21 2.7 Nachfrage-Analyse 26 2.7.1 Bedarfe der ersten Hauptzielgruppe 27 2.7.2 Bedarfe der zweiten Hauptzielgruppe und der Kindergartenkinder 28 2.8 Zwischenfazit 30 3 Ziele und Maßnahmen für die Entwicklung des tschechischsprachigen Bestands 32 3.1 Ziele für den tschechischsprachigen Bestand 32 3.2 Maßnahmen zur Umsetzung von Ziel 1 34 3.3 Maßnahmen zur Umsetzung von Ziel 2 38 3.4 Realisierung und Evaluation der Ziele 44 4 Zusammenfassung 49 Literaturverzeichnis 51 Anhang 1: E-Mail-Korrespondenz I Anhang 2: Titelliste der tschechischen Medien mit Ausleihzahlen IV Anhang 3: Umsatz und Aktivierungsgrad der (tschechischen) Medien am Standort „Über die Grenzen geschaut“ VI Anhang 4: Ausleihzahlen tschechischer Medien der Themengebiete „Reisen“ und „Regionales“ VIII Anhang 5: Null-Listen der Standorte mit tschechischen Medien IX Anhang 6: Bibliotheksstandorte im deutsch-tschechischen Grenzgebiet X Anhang 7: Erreichbarkeit tschechischer Bibliotheksstandorte über den öffentlichen Personennahverkehr XI Anhang 8: Nationalitätenstatistik der Stadt Ebersbach-Neugersdorf XII Anhang 9: Teilnahmezahlen der Tschechisch-Kurse der Volkshochschule Dreiländereck XIII Anhang 10: Nachfrageanalyse - ausgefüllte Fragebögen XIV

Zugl.: Giessen, University, Diss., 2006.

Diploma thesis is focused on creation of new marketing strategy for company QUERCUS' electronic store. Theoretical part deals with basic concepts of marketing and strategic marketing planning. It further introduces marketing mix specifics on the internet, basic aspects of electronic commerce and consumer behavior on internet. Practical part includes introduction of company QUERCUS, e-shop SWOT analysis, brief characteristic of current marketing strategy and finally proposal of new marketing strategy.

Failure is an issue with small businesses globally; some owners of small businesses lack the knowledge of business administration and marketing strategies necessary to help ensure success. The purpose of this multiple case study was to explore what marketing strategies some coffee shop owners use to sustain business operations during the first 5 years of operation. The targeted population consisted of 5 coffee shop owners in Arkansas who successfully implemented marketing strategies to sustain business operations during the first 5 years of operation. Goldsmith's 8Ps of marketing mix was the conceptual framework used in the study. Data were collected from semistructured interviews and a review of publicly available data and company websites. Data were analyzed using the principles of the content analysis method, which included identifying codes and themes. Findings indicated owners of successful coffee shops were actively engaged in the day-to-day business operations and in the community; provided premium products; used social media for marketing, promotion, and branding; used competitive pricing; were precise about the location; provided exceptional customer service and personalization, and had points of marketing differentiation to promote their brand. The implications of this study for positive social change include the potential to support the welfare of the citizens of Arkansas, and owners of coffee shops across the United States that could provide independent coffee shop owners with marketing strategies necessary to sustain business operations, contribute to new job creation and regional economic sustainability.

<p>Scania is an old and well established company within itsindustry, thus the company has understood, through experience, that it is simply not enough to be product oriented in the truck industry, instead the company has to focus on what is of value to the customer. To know and understand the customer’s business or area of business is a key success factor which develops trust for the company, this trust and knowledge of the customer’s area of operation is of critical importance during economic slowdowns.</p>

Scania is an old and well established company within itsindustry, thus the company has understood, through experience, that it is simply not enough to be product oriented in the truck industry, instead the company has to focus on what is of value to the customer. To know and understand the customer’s business or area of business is a key success factor which develops trust for the company, this trust and knowledge of the customer’s area of operation is of critical importance during economic slowdowns.

Ao tomar decisões de marketing mix, o gestor de marketing tem a sua disposição uma grande quantidade de métricas para definição de suas metas e avaliação dos impactos das atividades de marketing. O presente estudo determina as variáveis condutoras do uso gerencial de métricas durante a tomada de decisões de marketing mix, com base no modelo de Mintz e Currim (2013). A análise de 245 atividades de marketing mix reportadas por 163 gestores de médias e grandes empresas brasileiras demonstra que a estratégia da empresa, a orientação para métricas e a accountability financeira do profissional de marketing tem um maior impacto sobre o uso de métricas financeiras e de marketing do que as características da empresa e do ambiente de atuação. Ademais, o uso de métricas financeiras é também influenciado pelas características gerenciais do gestor de marketing. Estes resultados contrariam os achados de Mintz e Currim (2013), que indicam uma forte influência das características da empresa e do ambiente no qual o gestor atua sobre o uso de métricas. Do ponto de vista teórico, os achados indicam que a teoria da agência e a teoria da homofilia explicam melhor o uso gerencial de métricas do que a teoria contingencial. As decisões reportadas também demonstram uma forte associação entre o uso de métricas de marketing e a performance das atividades de marketing mix, mas uma associação muito fraca entre esta performance e o uso de medidas financeiras. Por fim, apesar da grande cobrança para que os executivos de marketing associem suas atividades aos resultados financeiros da empresa (SRIVASTAVA; SHERVANI; FAHEY, 1998; MSI, 1998, 2000, 2002, 2004, 2006, 2008), os dados indicam uso restrito de métricas financeiras como Payback, Valor Presente do Fluxo de Caixa e Taxa Interna de Retorno e um amplo uso de métricas de Marketing como Participação de Mercado, Satisfação do Cliente e Qualidade Percebida. / While making a marketing mix decision, marketers have a large number of metrics to setting goals and to evaluate the impacts of their marketing activities. This study determines the impact of environmental, firm, and managerial characteristics on metric use in marketing mix decision, based on the Mintz and Currim’s (2013) model. The analysis of 245 marketing-mix activities, which were reported by 163 Brazilian managers, demonstrates that firm strategy, metric orientation, and marketing financial accountability have a stronger impact on marketing and financial metric use than firm and environmental characteristics do. Furthermore, managerial characteristics have a strong impact on financial metric use. These results are different from Mintz and Currim’s findings (2013). The authors indicate firm and environmental characteristics are the most important drivers of marketing and financial metric use. From a theoretical perspective, the findings indicate that agency theory and homophily theory are more useful in explaining the managerial metric use in marketing mix activities than the contingency theory is. The analysis also reveals that marketing metric use is positively associated with marketing-mix performance, but the financial metric use is not. Finally, despite the great pressure for linking marketing-mix activities with financial metrics (SRIVASTAVA; SHERVANI; FAHEY; 1998; MSI, 1998, 2000, 2002, 2004, 2006, 2008), the reported activities indicate not just a limited use of financial metrics such as Payback, Cash Flow, and Internal Rate of Return, but also widespread use of marketing metrics such as Market Share, Customer Satisfaction, and Perceived Quality.