The object of my thesis "The proposal of Marketing Strategy" is analysing the company Trade Lukáš s. r. o. and its proposal marketing strategy. The first part is focused on theoretical marketing and the process of markketing strategy. The folowing part describes and analysses the company. The third part contains suggestion and recommendations for the comapany, which resulted from the analytical part.

The purpose of this research is to discover what TextileCapital.com must do to establish trust on the website so that, in turn, it may increase the import and export volume of its trading members.

Positioning is an important tool of marketing planning and brand building on the market. Positionig is a streategy that helps marketers to differentiate the brand from those of competition and creaete unique brand perception in minds of target consumers. In a proces of positioning development four core elements must be defined and analyzed -- target consumer, unique consumer benefit which brand offeres to the target consumer, brand and its brand equity and competitors from whom we want to differentiate the brand. In my dissertation I address both, theoretical attitudes toward positioning and its definition, as well as practical application of theoretical conclusions in case study from corporate practice

Main goal of this thesis is to show to the reader process of planning, realisation and management in real international enterprise Hewlett-Packard. Second goal is to distinguish the specifics of work of the local marketing department and central marketing department of HP. For evaluation of both this goals is used the comparation between theory and real situation. The whole process of planning, preparation and management is shown on the example of real campaign HP forum.

<p><strong>Aim:</strong></p><p>The purpose was to perform a pre-study to marketing planning for a local squash club in Sweden that had difficulties with membership growth and development. This pre-study would provide the squash club with valuable information and a starting point when creating its first marketing plan.</p><p><strong>Method:</strong></p><p>The chosen research approach included theoretical and empirical studies. Empirical data was collected by triangulation, using both qualitative and quantitative methods. A semi-structured interview and two surveys using on-line questionnaires were conducted, analyzed and presented. The discussed theory including key definitions, models and concepts was related to the empirical data findings and reflected on.</p><p><strong>Results & Conclusions: </strong></p><p>A small non-profit squash club with scarce resources and slim organization has to implement a customer centered mindset and work smarter instead of harder.It is important for the club to carefully match market opportunities with its objectives and capabilities.Engaging in marketing planning and the development of a marketing plan will enable the club to find new creative ways to offer a unique squash experience that will result in a positive membership development.</p><p><strong>Recommendations:</strong></p><p>The squash club should strive to develop key strategic partnerships that can compliment its strengths and help reduce its weaknesses.An own club website would improve internal and external communication significantly and decrease the club management’s administrative workload.It would be advisable for the club to perform annual online customer satisfaction surveys to monitor and measure own performance and detect key changes in the marketplace.</p><p><strong>Contribution:</strong></p><p>This pre-study could be a good opportunity for the squash club’s management team to engage in marketing planning and develop its first marketing plan. Perhaps this study could also benefit other small sports clubs with similar challenges and give them ideas and new tools for future development, such as using on-line surveys.</p><p><strong>Suggested future research:</strong></p><p>It would be interesting to perform a comparison among the four racket sports: tennis, badminton, table-tennis and squash and the reasons behind young people choosing to play one sport over the others.The result would help racket clubs to better understand how they should position themselves in the market place to attract young people to their particular sport.</p>

Aim: The purpose was to perform a pre-study to marketing planning for a local squash club in Sweden that had difficulties with membership growth and development. This pre-study would provide the squash club with valuable information and a starting point when creating its first marketing plan. Method: The chosen research approach included theoretical and empirical studies. Empirical data was collected by triangulation, using both qualitative and quantitative methods. A semi-structured interview and two surveys using on-line questionnaires were conducted, analyzed and presented. The discussed theory including key definitions, models and concepts was related to the empirical data findings and reflected on. Results &amp; Conclusions: A small non-profit squash club with scarce resources and slim organization has to implement a customer centered mindset and work smarter instead of harder.It is important for the club to carefully match market opportunities with its objectives and capabilities.Engaging in marketing planning and the development of a marketing plan will enable the club to find new creative ways to offer a unique squash experience that will result in a positive membership development. Recommendations: The squash club should strive to develop key strategic partnerships that can compliment its strengths and help reduce its weaknesses.An own club website would improve internal and external communication significantly and decrease the club management’s administrative workload.It would be advisable for the club to perform annual online customer satisfaction surveys to monitor and measure own performance and detect key changes in the marketplace. Contribution: This pre-study could be a good opportunity for the squash club’s management team to engage in marketing planning and develop its first marketing plan. Perhaps this study could also benefit other small sports clubs with similar challenges and give them ideas and new tools for future development, such as using on-line surveys. Suggested future research: It would be interesting to perform a comparison among the four racket sports: tennis, badminton, table-tennis and squash and the reasons behind young people choosing to play one sport over the others.The result would help racket clubs to better understand how they should position themselves in the market place to attract young people to their particular sport.

Background A widely used concept within marketing is market segmentation, which companies use to create value. Many researchers have focused on different approaches to market segmentation and the segmentation process, but little attention has been given to how one can evaluate such a process. The thesis is written on behalf of the Swedish company Svenska Cellulosa AB that is currently working on a market segmentation project for their baby products category. Purpose The purpose of this thesis is to develop a standardized process for evaluating and measuring the value of a segmentation process. The evaluation process will then be used to give recommendations to SCA on how they can evaluate their own segmentation process. Method To better understand how companies utilize market segmentation, but also how and if they measure the value of such a process, this thesis is conducted using a qualitative approach. The authors chose to collect the primary data through interviews with selected companies. The information gained from the interviews was then used to build three case-studies. The secondary data was collected from reviewing both scientific journals and textbooks concerning the relevant topic. The interviews were further analyzed using qualitative analysis techniques and based on the analysis a segmentation evaluation process was then developed. Conclusion The authors have found some common denominators among the case study companies on how they utilize segmentation to create value. However, none of the companies had developed a structured process to evaluate their segmentation process. By matching the case study findings with the frame of reference in relation to the research purpose the authors were able to develop a standardized segmentation evaluation process. This process was then used to give recommendations to SCA regarding their segmentation project.

The objective of this thesis was to evaluate the standard of marketing planning in social services facilities established by the citizens? association o.s. Prevent. The objective was to find out whether such planning is performed and, if so, how and in which areas. In my research I focused on identification opportunities, risks, weaknesses and strengths of the individual facilities by means of a situation analysis, which enables to set the main pillars of the future marketing strategy. Further, I evaluated the provided services by interviewing a user of the services about the quality of service provided by o. s. Prevent facilities. The research was performed in facilities providing services in the drug addiction area on the territory of the South Bohemian region. Marketing as such was always primarily used in the profit sector. Currently, however, it has also entered the sector of non-profit organizations. The process is often accompanied by skepticism, which is based on a superficial view of the purpose of marketing management and also on the dominant position of the service providers in the region which means that they are not sufficiently motivated to use marketing. The method used for the research was collection of qualitative data. The data were collected by means of non-standardized questionnaires. Another research technique was interviewing. Additionally, directors of the individual facilities filled out tables for the situation analysis and clients of the facilities filled out non-standardized questionnaires with open questions. The research has shown that the individual facilities fail to use in their planning the structured mechanisms of marketing planning. Their planning is based on the necessity to meet requirements set by the law and in many cases their approach to the planning is rather intuitive. The quality of planning then depends on capabilities of directors of the individual facilities. A strong motivation element in favor of development of marketing strategies of the facilities might be the lack of financial means. On the other hand, the lack of funds also threatens introduction of new marketing activities in those facilities. Therefore it is necessary to think about the ways of effective generation of funds by their secondary economic activities. The research has confirmed the client´s satisfaction which is a significant indicator of quality of the provided services and of properly performed work by the facility. However, for a more efficient comparison comparative studies should be performed comparing the services with those of other facilities of similar type; this is the only way to prepare the facility for the ever more competitive market of providers of the services in the future. For the future structured planning it is essential to set some objectives. The objectives should be as specific and detailed as possible. The objectives should be measurable and comparable as only such objectives will enable to work on an effective and long-term strategy for the facilities.

Este trabalho teve como objetivo pesquisar se a inovaÃÃo do produto nas empresas de base tecnolÃgica da regiÃo Nordeste ganhadoras do PrÃmio FINEP InovaÃÃo na categoria Produto à fruto de informaÃÃes do mercado e das necessidades dos clientes. A intenÃÃo à interagir os assuntos inovaÃÃo e marketing e mostrar que ambos tÃm relaÃÃo um com o outro, podendo influenciar o desenvolvimento das empresas no mercado. Este trabalho utiliza-se de uma pesquisa exploratÃria baseada em dados bibliogrÃficos e documental de fontes primÃrias e secundÃrias, utilizando o mÃtodo de estudo de caso mÃltiplo. Para o levantamento de informaÃÃes das empresas, foi elaborado um questionÃrio estruturado com perguntas fechadas e abertas aos empreendedores e gerentes das empresas. Foram investigadas duas empresas do Cearà e uma empresa da ParaÃba. Este estudo obteve como resultado a visÃo do marketing nas empresas investigadas e a relaÃÃo destas com a inovaÃÃo, ou seja, a inovaÃÃo do produto premiado veio das necessidades dos clientes. Concluiu-se que duas das empresas investigadas tiveram uma maior interaÃÃo com o mercado surgindo, desta forma, a inovaÃÃo do produto. A pesquisa de mercado à fundamental para o processo de criaÃÃo e desenvolvimento de novos produtos inovadores, interferindo fortemente no desenvolvimento econÃmico, financeiro e estrutural das empresas. / This work had as objective to research if the product innovation in companies of technology base at northeast region, winners of FINEP prize in product category, is consequence of market information and clientsâ necessity. The intention is to mix the subjects innovations and marketing, and show that they have a relationship that can influence the development of market companies. This work uses an explorer research based in bibliographical data and documentary of primary and secondary sources, using the multiple case study method. In order to put up information about the company, it was given a structured quiz with writing and checking questions to the entrepreneurs and company managers. Two companies from Cearà and one from ParaÃba were investigated. This study obtained as a result the marketing vision at the investigated companies and its relation with the innovation, or either the innovation of the awarded product came from clientsâ necessity. It concludes that two of the investigated companies had a larger interaction with the appearing market, this way, the product innovation. The market research is fundamental for the creating and developing process of new products changing the market, interfering strongly in the economic development, financial and structural from companies.

The subject of the presented Master´s thesis is to create a marketing plan for the restaurant located in Slovakia, namely restaurant Aura. The thesis is divided into two parts. The first part is theoretical with definition of the basic termonology of marketing planning. The second part presents a specific marketing plan which includes, among other things PESTLE analysis of the Slovak Republic, analysis of the internal environment of the company and finally determining marketing goals and marketing strategies to achieve them.