Subject of this thesis is to implement the Partners, Inc. to financial market and to evaluate marketing strategy for Jindřichův Hradec area. In the theoretical part is described sphere of services, marketing process and its project parts. In the practical part is made situation analysis by using PEST and SWOT analysis and Porter's five forces analysis. Thesis is about segmentation of market and choosing one target segment. In conclusion is described marketing mix of the Partners company and there are proposed recommendations in promotion for Jindřichův Hradec area and solutions how to effectively reach and adress Jindřichův Hradec area.

This thesis deal with problems of marketing communication in pharmaceutical industry.The thesis is separated on theoretical and practical part. Theoretical part concern importance of marketing communication, describe and compare of particular tools of communication mix. Practical part is concentrated on doctor's marketing survey and the evaluation of actual marketing propagation tools. The final chapter analyzes the position of pharmaceutical companies, it reveals the main problems and gives possible suggestions for solutions.

[pt] Uma das dificuldades encontradas pelos professores de Marketing é demonstrar para os aluno as aplicações práticas de um certo número de princípios consagrados nos modelos teóricos, especialmente no que concerne às decisões do composto mercadológico, sua implementação e avaliação. A prática de Marketing se desenrola num cenário extremamente aberto e é difícil conseguir um mirante de onde se possa observar o campo de batalha, aonde se desenrolam estas ações competitivas. Uma vez que a natureza sistêmica do Marketing indica que os mercados estão fundamentados em uma lógica estrutural na qual cada fato, ação ou decisão, está relacionado a um modelo configurado e a um arcabouço de pilares que sustentam o mercado em si, a ação individual e seus efeitos sobre os demais participantes, este trabalho desenvolve um Simulador para Treinamento de Decisões de Marketing - STDM, objetivando cumprir um papel de ponte entre a teoria e a prática. No STDM podem ser observados alguns efeitos quantitativos, no mercado e nas organizações, das ações que forem tomadas, com a vantagem adicional de que, por se tratar de um modelo teórico, pode conter nos exemplos, informações detalhadas que seriam, quase sempre, inacessíveis no mundo real, tais como volumes precisos de vendas, custos internos e remunerações de todas as empresas concorrentes. / [en] One of the difficulties in teaching Marketing, is how to demonstrate the practical applications of a certain number of principles consecrated in the theoretical models, especially those related to the decisions on marketing mix as well as its implementation and evaluation. Marketing practices are developed in a scenario extremely open and it is difficult to obtain an observation deck from where one could see the battle field, where the competitive actions take place. The system dynamics of Marketing indicates that markets are supported by pillars, according to a structured logic in which each fact, action or decision are related to a configured model that encompasses the specific actions and its effects. This paper develops a Simulator for Training Marketing Decisions - STDM, functioning like a bridge between theory and practice. Thru the STDM some quantitative effects can be observed in the market and organizations like the actions to be taken, with the additional advantage that being an hypothetical situation, it can contain in the examples, detailed information that would be inaccessible in the real world, such as sales volume, the internal costs and the economical results of all the competing companies.

Traditional grocery shopping has been the only option for Swedish consumers to purchase groceries for a long time. However, the relatively new format, online grocery shopping is rapidly growing in popularity. Hence, consumers are presented with a completely new grocery shopping experience which has different advantages and disadvantages. The purpose of this thesis is to explore which advantages and disadvantages consumers experience with offline, and online grocery shopping to answer the question why consumers chose to buy groceries online. A conceptual model has been developed based on earlier research on grocery shopping, consumer experience and the four dimensions of the marketing mix; product, place, price and promotion. Qualitative data has been collected from two focus groups and five semi-structured interviews to explore what advantages and disadvantages consumers experience connected to offline and online grocery shopping and to understand why consumers chose to buy groceries online. All respondents shared most of the experienced advantages of online grocery shopping. The main reasons why consumers chose to purchase groceries online was to save both time and effort. Moreover, consumers experienced that they saved money due to less spontaneous purchases and fewer shopping trips per week. Online grocery shopping is growing in popularity. Hence, this thesis gives insights relevant to practitioners and academics on why consumers experience a desire to purchase groceries online. The findings of this thesis could help online grocery retailers to respond more efficiently to consumers’ needs and preferences.

Background: The service sector has grown immensely during the last decades and the demand for services is increasing. For professional service firms (PSFs) that want to internationalize and move to other markets, it is important to know how to attract customers and how to accommodate their needs. Therefore, it is important to know what aspects of the marketing mix to consider and how these elements can be standardized or adapted in regard to different markets and needs. It is vital to know what factors influence how the elements should be standardized or adapted in order to be able to flourish as a service firm in international markets.  Purpose: The purpose of this thesis is to explore the factors that influence the standardization or adaptation process within the marketing mix consisting of the 7Ps. Additionally, investigating to what extent each of the components of the marketing mix has been standardized, adapted or used both approaches. This thesis aims to contribute with knowledge and understanding behind these decisions as to why the marketing mix has been standardized or adapted in certain components.  Method: This study makes use of a single case study for which an exploratory approach is implemented with use of a mixed methods approach. The study uses an interpretivist philosophy and an inductive approach. Primary data was collected through interviews and a survey, while secondary data came from the company website and marketing material.  Conclusions: This study came to the conclusions that the components of product, place and people are adapted, promotion and process are standardized, and physical evidence and price is considered to be a mix. There are different factors that influence the marketing mix components, where customer preferences are considered to have the highest influence.

O presente estudo tem por objetivo analisar e discutir o uso da Internet no âmbito do Composto de Maketing, com ênfase nos seus aspectos de interdisciplinaridade. O trabalho está estruturado em cinco partes, iniciando-se com uma introdução destinada a contextualizar o objeto e o objetivo do estudo bem como a justificativa da escolha do tema de pesquisa. A segunda parte é dedicada a uma revisão do referencial teórico disponível, mediante uma análise conceitual crítica dos aspectos mais relevantes pertinentes ao tema. A terceira parte trata dos aspectos metodológicos da pesquisa de campo complementar à tese. A pesquisa de campo foi realizada na modalidade de pesquisa exploratória, contemplando um estudo de caso múltiplo. As empresas objeto de investigação foram o Banco do Brasil e a Unimed Seguros. A pesquisa foca especificamente as implicações da Internet no Composto de Marketing das duas organizações. A quarta parte destina-se à apresentação e análise dos resultados da pesquisa empírica. Na quinta parte são apresentadas as considerações finais. Conclui-se que a Internet pode influenciar várias atividades e funções desempenhadas pelas empresas, destacando-se o Marketing e, mais especificamente, o gerenciamento do Composto de Marketing. / The study aims to discuss the use of Internet under the Marketing Mix point of view, emphasizing the aspects of their interdisciplinary elements. The study is divided into five parts, and it begins with an introduction dedicated to outline the object and the objective of the study as well as to justify the choice of the research subject. The second part is designed to present a theoretical revision of the literature through to a critical analysis of the main aspects of the theme. The third part is concerned about the methodological aspects of the empirical research that complements the thesis. This research is an exploratory

The purpose of the study is to examine how retailing trough brand owned outlet stores effectsthe fashion brand. The problem that the essay is aimed to solve is how the fashion brand isinfluenced by selling through outlets and what opportunities and risks it has on the brand. Thestudy has been carried out by qualitative methods using interviews to answer the questionformulation. Three empirical perspectives have been chosen; an expert-, business- andconsumer perspective which have been linked up with three applicable theories. The fashionbrand Acne and its two stores; the flagship store and the outlet store have been chosen as acase study. This perspective and the two other have had the function to support generalconclusions taken. The study showed that in a short term, selling through outlet stores doesn’taffect the fashion brand in a negative way. Instead the result demonstrated that the brandcould benefit from this kind of business if it is correctly handled. The opportunities thatoutlets provide are an expansion of brand knowledge in the market. The excess of inventoriescan be sold through a channel which the company can control. The most significant risk liesin the re-positioning of the brand that outlet retailing in a large extent can bring. / Program: Textilekonomutbildningen

Syftet med uppsatsen är att skapa en affärsplan och utveckla vår affärsidé som från början var att sälja herrkläder i ett lägre prissegment till killar mellan 18-30 år på den svenska marknaden. Våra problemformuleringar är; Hur utformar vi en hållbar affärsplan? Hur skapar vi en affärsidé för vårt valda koncept? Hur ska erbjudandet utformas och vilka delar bör ingå för att nå potentiella konsumenter?Vi har studerat olika källor där exempel på affärsplaner och vad de innehåller tagits upp, vi har även genom personliga möten på Drivhuset i Borås fått hjälp av projektledaren Linn Johansson att utveckla vårt koncept och affärsplan. Genom en marknadsundersökning där vi tillfrågade killar mellan 18-30 år så ville vi ta reda på vilken som är vår målgrupp och även se om det finns intresse får vårt koncept. Undersökningen gav oss en bra grund att bygga vidare vår affärsplan och affärsidé på. I vår affärsplan har vi valt att koncentrera oss på affärsidén, visioner och mål, marknadsplan och risker. I marknadsplanen bestämmer vi vår marknad genom segmentering och positionering. Vi tittar på konkurrensbilden genom SWOT-analyser och en omvärldsanalys. Vi presenterar marknadsmixen och hur vi valt att använda oss av den för att nå ut på marknaden och vilka delar som vi tycker är viktigast för oss. Vi har i uppsatsen analyserat vår tänkta kund, marknad och konkurrenter genom olika metoder. Exempelvis har vi gjort SWOT-analys på vår affärsidé och även på de två största konkurrenterna som vi fick fram genom marknadsundersökningen, Jack &amp; Jones och Carlings. Genom Porters femkraftsmodell har vi också analyserat andra tänkbara faktorer som kan påverka oss än de faktorer som tar upp den befintliga situationen på marknaden. I slutet av vår affärsplan har vi presenterat tre tänkbara riskscenarier där vi tar upp det bästa som kan hända(bästa fallet), det värsta som kan hända(sämsta fallet), det som troligtvis kan inträffa(normalfallet), riskerna med dem samt hur vi skall kunna åtgärda dem. / <p>The purpose of this paper is to create a business plan and develop our business concept that was originally selling men's clothing at a lower price segments for men between 18-30 years in the Swedish market. Our problem formulation is: How do we design a sustainable business plan? How do we create a business concept for our selected concept? How should the offer be designed and what elements should be included to reach potential consumers? We have studied different sources with examples of business plans and what they contains, we have also through personal meetings at Drivhuset in Borås been assisted by the Project Manager Linn Johansson to develop our concept and business plan. In a survey did we interview men between 18-30, because we wanted to find out which one is our target audience and also see if there is interest for our concept. The study gave us a good foundation to build our business plan and business concept on. In our business plan we have chosen to concentrate on the business concept, vision and objectives, marketing plan and risks. In the market plan we will determine our market through segmentation and positioning. We look at the competitive landscape through SWOT analysis and business intelligence. We present the marketing mix and how we chose to make use of it to reach the market and which parts we think are most important to us. In our essay we have analyzed our prospective customer, market and competitors through various methods. For example, we have SWOT analysis of our business and also on the two largest competitors as we got up by the market investigation, Jack & Jones and Carlings. By Porters five forces we have also analyzed other potential factors that may affect us than the factors that reflects the current market situation. I the end of our business plan, we have presented three possible risk scenarios in which we take up the best thing that can happen (best case) and, the worst that could happen (worst case), it is as likely to occur (typically), the risk associated with them, and how we to remedy them.</p><p>Program: Butikschefsutbildningen</p>

In the first theoretical part I focuse on explaining of the basic marketing terms that are relevant for this thesis. I deal with the description of the importance of marketing, communication strategy, marketing and communication mix. The practical part is focused on the application of theoretical knowledge into a concrete project of the new product line of Heinz tomato paste and puree. After describing the individual parts of the marketing mix I analyze the communication mix. In the last two chapters I concern the evaluation of the communication strategy chosen by the Heinz company and I suggest some propositions for changes, too.

This thesis analyses products of Cedro sole ltd., which is a company operating on nail care market in Czech Republic. Theoretical part defines basic terms and brings basis important for practical part. Practical part deals with company presentation, customers and the market company's operating on. This is followed by company's surroundings that describe the current situation on the nail care market. Marketing mix analysis shows ways of price setting, organisation of distribution and the ways of communication. All this is followed by product analysis of the sales numbers, revenues and margin during the studied years. Last part is focused on recommendations to improve sales numbers and market position.