The theme of this work is reconstruction the hotel complex. The theoretical part informs readers about tourism, marketing and how to build a business plan. Analytical part shows the issue of tourism in the region and technical condition of the hotel. In the synthetic part is suggested business plan to hotel reconstruction, marketing mix for tourism and financial plan, that shows operating costs and revenues. The investment could be paid off by the 13th year since the start of the hotel service.

A proposição apresentada de uma estrutura de procedimentos para a segmentação de mercados empresariais, após extensa pesquisa bibliográfica, resultou em quatro grandes etapas e quatorze passos. Acredita-se que seja lógica, útil e de aplicação abrangente em vários setores industriais e de consumo. A base fundamental de segmentação estudada foi aquela que diz respeito aos benefícios procurados pelos consumidores durante o processo de decisão de compra e o setor escolhido foi a indústria do alumínio. Essa indústria apresenta algumas importantes particularidades que tornam o estudo ainda mais desafiador: é um oligopólio, o produto é classificado como uma commodity (padronizado) na sua essência e o seu preço base é definido pela LME aproximando-se do que seria uma estrutura de mercado de concorrência perfeita (as empresas são tomadoras de preço). Dessa forma, a segmentação estratégica de mercado passa a ser a grande possibilidade para deslocar essa estrutura no sentido da concorrência imperfeita, em que as empresas passam a deter algum poder sobre os preços praticados. A pesquisa exploratória identificou que o setor de alumínio desenvolve uma segmentação ainda incipiente que simplesmente fornece informações pós-facto para comparações no setor com pouca ou nenhuma contribuição efetiva para a conquista de vantagem competitiva ou um melhor atendimento aos clientes e diferenciação das ofertas. Com base nos dados gerados a partir de uma pesquisa empírica, foram identificados sete benefícios procurados utilizando-se a técnica da análise fatorial: efetividade da entrega, capacitação técnica e de vendas, lealdade e relacionamento com o fornecedor, imagem do fornecedor, vendas diretas a preços competitivos, eficiência do produto e logística do produto e da sucata. Foram, também, identificados três segmentos ou conglomerados associados a esses benefícios. A segmentação de segunda ordem com base em variáveis de relacionamento e demográficas, não se mostrou adequada para caracterização dos segmentos, como preconizado por alguns autores. / This current thesis presents a proposition of a step-by-step structure to the segmentation of business to business markets. This has been developed from extensive bibliographic research and encompasses four majour groups containing a total of fourteen steps. Its characteristics make it a logic and useful structure that can be applied in a variety of industries and end-user consumer markets. The fundamental aspect of segmentation studied that led to the development of such structure was that related to the sought benefits by the consumers during the purchasing decision-making process and the studied industry was that of the aluminum. This industry presents some important specificities that posed new challenges to the present study: it is characterized as an oligopoly and its product is characterized as a commodity in its essence with its price being set by the LME, being very close to a market structure of perfect competition (the organizations are price takers). In this sense, the strategic market segmentation becomes the main alternative to shift this structure to an imperfect competition in which organizations can bear some kind of power over the prices of their products. The exploratory research carried out in this study has identified that the aluminum industry practices some incipient kind on market segmentation that simply provides pós-facto information for comparisons within the industry with very little, if none, contribution to the obtaining of competitive advantage or a better service to clients and differentiation of the product offer. Based on the data gathered through an empiric research, seven sought benefits were identified through factorial analysis: delivery effectiveness, technical and sales qualification, loyalty and relationship with the suppliers, image of the supplier, direct sales by competitive prices, product efficiency and logistics of the product and scrap. Three segments or conglomerates were also identified as being associated to these benefits. Finally, the second order segmentation based on relationship and demographic variables did not present itself as adequate for the characterization of market segments within this industry, as proposed by some authors.

Recently the role of marketing strategy for a company has significantly increased. Marketing strategy -- as a main plan which not only includes product, promotion, distribution, and pricing approach, but also determines the choice of market segment, positioning, and allocation of resources -- has become vital for a company. The main goal of the thesis will be to analyze and assess presently used marketing strategy of Philips Lighting in the Czech Republic in business to business market. Therefore, analyses that should be conducted before formulating a marketing strategy will be clarified. Since a wide variety of approaches to the categorization of marketing strategy exists, it will not be the goal of the author to deliver a complete enumeration of marketing strategies. With regards to the subject, classification reflecting company's position in the market, product life cycle period and market situation will be explained. Consequently, having acquired knowledge of marketing strategy categorization, and based mainly on the SWOT and Porter's industry analysis, recommendations and correcting measurements of Philips Lighting marketing strategy will be suggested.

This diploma thesis deals with the transformation of the family business from the commercial center to the dance club. Its mean that it contains complete analysis of internal and external enviroment and its conclusions. Thesis include financial resources, total costs and estimated development in future. Furthermore, we can find a marketing mixture and implementation schedule.

Medan en stor mängd forskning på affärsrelationer mellan företag har fokuserat på relationers utveckling efter ett avtalat samarbete, så har mindre forskning fokuserat på hur företagen först inleder och kommer fram till ett avtalat samarbete. Den forskning som finns på detta område har främst fokuserat på antingen större eller nyetablerade företag, medan mindre, redan etablerade företag inte studerats i lika stor utsträckning. En utmaning i detta är att förstå hur tillit mellan företag bildas i ett inledande skede av affärsrelationen. Detta arbete studerar därför hur tillitsbildande faktorer påverkar bildandet av affärsrelationer i mindre företag. Genom intervjuer med fem verkställande direktörer har studien illustrerat hur tillitsbildande faktorer påverkar relationsbildningen hos mindre företag. Sociala band, referenser och kommunikation anses i studien som de viktigaste faktorerna för lyckade relationsbildningar. Arbetet avslutas med att diskutera praktiska tillämpningar och rekommendationer för framtida forskning. / While a large amount of research regarding business to business relationships has focused on the development of relationships after an agreement to cooperate, less research has focused on the initial stage leading up to this agreement. Further, most of the research on this topic has focused on either large companies or startups, while small, already established ventures has not been studied to a great extent. A central issue in business relationships is how trust is initially built between companies. Using a relationship stage model and interviews with five CEO: s the study examines how trust building factors affect the development of small, already established companies relationships in the initial stage. Social bonds, references and communication are regarded in the study as the most important trust building factors for successful relationship initiation. The study concludes by discussing practical implications and recommendations for future research.

Purpose: The purpose of this paper is to investigate the effects of self-efficacy, process feedback and task complexity on decisions by managers to continue or discontinue a new product after receiving negative performance feedback. Design/methodology/approach: This paper uses a classroom experiment design and uses logistic regression and a chi-square test to analyze the data. Findings: The findings of this paper show that self-efficacy, process feedback and task complexity have not only main effects but also interactive effects on managers’ go or no-go decisions; further, the main effects are mediated by interactions. The effect of self-efficacy is moderated by process feedback and task complexity. Process feedback and task complexity also have an interactive effect on decisions about new products by decision-makers. Research limitations/implications: This paper extends the theory of escalation of commitment (EOC) by showing that self-efficacy, process feedback and task complexity can influence decision-makers’ go or no-go decisions after they have received negative performance feedback. Practical implications: This paper provides useful guidelines for managers on how to reduce the likelihood of EOC. Originality/value: The originality and value of this paper lie in its being the first to examine the effects of process feedback and task complexity on the EOC.

Dagens digitala teknologi och sociala medier har alltmer satt sin prägel inom handeln och detta beror främst på att majoriteten människor idag har en smartphone där man ständigt är uppkopplad och aktiv inom sociala medier. Sociala medier används idag även av de flesta handelsföretag inom detaljhandeln och fungerar som en plattform där man kan nå ut till en större och bredare publik. Trenden växer och yttrar sig i att fler plattformar bildas och därav sätter press på småföretag för att kunna sticka ut bland mängden. I detta skede blir det därför allt viktigare för småföretag att vara aktiva på sociala medier för att väcka ett behov hos kunderna och fånga upp deras intresse vilket kan göras genom att publicera en variation av aktiviteter. Aktiviteterna kan inkludera marknadsföring med senaste nyheter och trender, tävlingar och även personliga inlägg. Detta engagemang ska fungera som en vägledning för att sedan locka och leda sina följare in till den fysiska butiken eftersom det är där köpet genomförs. Studien har utformats via en kvalitativ forskningsmetod med en abduktiv ansats som utgångspunkt. Studien innefattade totalt sex intervjuer varav fem av de var fysiskt på plats medan den sjätte var via telefon. Intervjuerna bidrog med det empiriska materialet i syfte att kunna få fram en analys där vi jämförde den teoretiska referensramen med det empiriska materialet. Ur analysen kunde vi se ett samband och resonerade fram vilka aspekter som sociala medier bidrog med för småföretag när de ska kommunicera sina aktiviteter och locka kunderna in till den fysiska butiken. Resultatet av studien yttrade sig i att sociala medier är ett viktigt hjälpmedel för småföretag då det inkluderar en gratis marknadsföring och att man kan nå ut till fler kunder och även utanför det geografiska området butiken befinner sig i. Kommunikation, interaktion och respons är viktiga faktorer för småföretag när de ska eller etablerar sig via sociala medieplattformar. Studiens resultat redogör även för småföretag vikten av att ständigt vara aktiv på sociala medier, publicera varierande aktiviteter, engagera sig i kunder genom att interagera och få feedback. När dessa aspekter interagerar ökar chansen för företagen att bygga långsiktiga kundrelationer. / Today's digital technology and social media have increasingly left their mark on commerce and this is mainly due to the fact that the majority of people today have a smartphone where they are constantly connected and active in social media. Today, social media is also used by most retail companies in the retail trade and acts as a platform where you can reach a larger and wider audience. The trend is growing and is reflected in the fact that more platforms are being formed and as a result put pressure on small companies to be able to stand out among the crowd. At this stage, it therefore becomes increasingly important for small companies to be active on social media in order to arouse a need in customers and capture their interest, which can be done by publishing a variety of activities. Activities can include marketing with the latest news and trends, contests and even personal posts. This commitment should serve as a guide to then attract and lead their followers into the physical store because that is where the purchase is made. The study has been designed via a qualitative research method with an abductive approach as a starting point. The study included a total of six interviews, five of which were physically in place while the sixth was by telephone. The interviews contributed with the empirical material in order to be able to obtain an analysis in which we compared the theoretical frame of reference with the empirical material. From the analysis, we could see a connection and reasoned out which aspects social media contributed to small companies when they have to communicate their activities and attract customers to the physical store. The result of the study was that social media is an important tool for small businesses as it includes free marketing and that you can reach more customers and also outside the geographical area the store is in. Communication, interaction and response are important factors for small businesses when they are going or establishing themselves via socialmedia platforms. The results of the study also explain to small companies the importance of being constantly active on social media, publishing various activities, engaging with customers by interacting and receiving feedback. When these aspects interact, companies' chances of building long-term customer relationships increase.

Thesis (D. Tech. (Business Administration )) - Central University of Technology, Free State / The purpose of this study was to determine the extent to which certain selected factors serve as drivers of innovation in small accommodation businesses (SABs) in two developing economies in Southern Africa namely South Africa and Zimbabwe with the ultimate aim of assisting policy makers and support agencies in formulating innovation oriented strategies for the sector. Two samples were randomly selected from SABs in Zimbabwe and South Africa- two neighbouring Southern African countries. Parametric tests which include t-tests and one-way ANOVAs as well as Bonferonni tests as post-hoc measures were used to test whether SAB propensity to engage in different dimensions of innovation differs by gender; firm size, owner-managers’ years of experience and level of education respectively. Pearson Product Moment Correlations were employed to assess the relationships between market orientation, learning orientation and innovation while Chi-square tests were performed to establish the inter-relationships between independent demographic variables, namely age, gender, education and work experience. In order to investigate whether there are any significant interaction effects between the age of the respondents and their experience in the accommodation sector on each of the five innovation measures, a series of two-way ANOVA tests were performed. Lastly, regression analysis was used to determine the relative efficacy of market orientation (MO), learning orientation (LO) and country in predicting innovation in a business. The results demonstrate that unlike firm size, gender and level of education, which have no association with innovation, there is a strong association between market orientation, learning orientation, owner/managers age and experience and innovation in the two countries. This positive association implies that SABs that are committed to, listen attentively to and learn proactively about their customers’ needs and expectations are better inclined to engage in all the different dimensions of innovation (product/service, process, marketing and organisational) than their counterparts who do not engage in these activities. Among other drivers of innovation, market orientation emerged as the main predictor implying that SABs that invest more in marketing tend to be better innovators than those that invest in learning irrespective of their country of operation. The study also revealed that younger owner/managers of SABs tend to be more innovative than their older, experienced counterparts. The study makes an important contribution to literature on the drivers of innovation in small accommodation businesses in developing economies by dispelling firm size, gender and level of education which were regarded as drivers of innovation across industries previously. Practice and policy wise, the study led to the development of a conceptual framework for investigating how best to drive innovation in local SABs in order to make them more competitive, survive and grow in the face of competition from large accommodation businesses that often happen to be multinational.

This study examines various approaches used by companies providingsoftware-as-a-service (SaaS) in a business-to-business (B2B) environment to find a pricing strategy. To be able to meet competition in a global market, a good pricing strategy is vital. Pricing is an important part of marketing, which must be congruent with the company's overall objectives. Strategic pricing is made up of different factors represented in the strategic pricing pyramid, which is based on a value-based approach. It is paramount to know your customers and their preferences when designing a pricing strategy and selecting pricing models, price metrics, market segmentation, bundling, and price levels. After having estimated how much value a product or service creates for a customer, this must be communicated to potential customers in order to convince them to purchase your offering. Choosing the right pricing strategy is not a onetime occurrence, but an on-going process. In this qualitative study, three case studies are performed to tie theory to real world practise.

Surviving past the first year of operation is a growing concern for independent, full-service restaurants. Some restaurant leaders lack the marketing strategies necessary to develop a loyal customer base and survive beyond the first year of operation. The purpose of this multiple case study was to explore the marketing strategies that independent, family-oriented, full-service restaurant leaders located in the Pittsburgh, PA, metro area in business for at least 5 years have used to develop their customer base during the first year of operation. This study was guided by the 7Ps of marketing theory, which emphasizes how people, including customers and employees, influence the marketing process. Data were collected through in-depth semistructured interviews with 3 restaurant leaders and secondary documentation that included marketing and business strategies, customer base data, and profitability records during the first year of operation. Data were analyzed using a comparison analysis method to establish 3 emergent themes: immediate influence of word of mouth, power of consumer-driven marketing and social media, and the need for an integrated marketing mix. Findings indicate that these family-oriented, full-service restaurants were able to develop a customer base during their first year of business by integrating marketing strategies including word of mouth, social media, and limited print advertising. This study could assist these restaurant leaders in creating best practices for developing a customer base and surviving past the first year of operation. The implications for positive social change include the potential to empower restaurant leaders to engage in cause-related marketing, increase viability in local communities, and promote development of independent restaurants and small businesses.