Strategic Marketing is very essential to realize firm’s objectives and thereby take the advantage against the competitors. Innovation becomes the means of taking the firm to the higher level among the existing local and global competitors. Strategic Marketing (SM) is making the firm do well where as Innovation is still enhancing the firms capability of doing things better and it happens to be the need of the hour. Thus Strategic Marketing and Innovation becomes the important components that need to be adopted by any organizations. It becomes essential to analyze the importance of Strategic Marketing for realizing the firm’s innovativeness and there by achieve the higher growth. This research is an attempt to find how Strategic Marketing is affecting the organizations performance by adopting innovation. The literature review gives a clear indication to do the research with reference to our Indian MSME’s. Considering this, the following specific objectives were formulated for the research. • Building the measures of Strategic Marketing and Innovation and develop a conceptual research framework for examining the relationship between them. • Designing a measuring instrument using Strategic Marketing and Innovation measures and test the instrument. • Examine the relationship between Strategic Marketing and Innovation and also its impact on each. • Examine the effect of different dimensions of Innovation on Strategic Marketing dimensions and find which of these needs more thrust in an organization. • Make appropriate suggestions on the need for adoption of SM as a means for any Indian manufacturing organizations to achieve a higher growth rate. The constructs of Strategic Marketing and Innovation are identified for further study. A conceptual framework was formulated with the set of hypothesis which needs to be tested. A structured questionnaire based on likert scale is used for collecting the primary data. The manufacturing organizations falling under Micro, Small and Medium scale are taken for the study through the directory provided by MSME Development Institute of India, Bangalore. The data was collected by approaching the managers of the manufacturing firms who have responsibilities to exhibit different management roles. The purpose of collecting the primary data is to know the management’s view regarding Strategic marketing and Innovation related to their firm. Our work includes both pilot and main study, where in validity and reliability of the measuring instrument is tested during pilot study. In our main study, 150 manufacturing organizations were approached situated in Peenya and Rajajinagar, Bangalore urban region. We got around 91 responses yielding about 60.6 % response rate. The data was obtained from 91 organizations, consisting of 04 Micro, 38 small and 49 medium scale organizations. A detailed statistical analysis is done for the collected data. Highly loading factors for the collected data was found out using confirmatory factor analysis and followed by finding the summated score of the data for the further analysis. The main study data was analyzed using multiple regression method by considering Strategic Marketing(SM) constructs as independent variables and Innovation performance constructs as dependent variables. The different assumptions underlying multiple regression were verified and five regression models estimated. The overall model fit was assessed and hypothesis was tested. The relationship established between SM and Innovation performance clearly indicates that SM has a great impact on the innovation performance of an organization irrespective of whatever may be the type of innovation. Hence achieving of SM performance can lead to the achievement of innovation performance also within organizations. Further the significant variables were identified from the individual regression models, interpreted and the models validated. It was found that out of the four variables of SM considered, as many as three variables viz. Marketing mix, Brand positioning and Entrepreneurial management are having a significant impact in one way or other way on the overall innovation performance of the organization. The strategy of focusing on the identified significant variables of SM was suggested for improving the innovation performance within organizations.

The main objective of this thesis is to execute a marketing audit of IMI Hydronic Engineering at the Czech market in order to identify problem areas and opportunities, define key performance indicators (KPI) and follow recommended procedures to improve marketing performance of this company and increase the efficiency of the company as a whole. Marketing audit is a comprehensive analysis of the company and its surroundings, which does not contain only simple analysis of the current situation of the company but also the draft measure. Marketing audit in this thesis is carried out based on the methodology described in the theoretical part and consists of the analyses of six interrelated parts. The first part of the audit (audit of marketing environment) analyzes the external environment of IMI Hydronic Engineering realized through PESTLE analysis and Porter's five forces analysis. The following five sections are focusing on internal environmental audit of this company. These parts of the audit are: audit of marketing strategy, audit of marketing, audit of marketing systems, audit of marketing productivity and audit of marketing functions. The results are summarized in complex SWOT analysis. Recommendations, proposals for amendments, strategies, objectives and KPIs are listed in the conclusion.

The diploma thesis focuses on the preparation of a marketing plan for a civic association that offers products and services for both professional and amateur cyclists. The thesis is divided into two main parts, a theoretic one and a practical one. The theoretic part describes the general view at the strategic marketing and the marketing plan; the practical part describes the concrete application of the above stated marketing approaches. The outcome of the thesis is the plan that comes directly out from the mission and strategic goal of the association. In practical part of the thesis, I am analysing the market of domestic travels, I am focusing on the segmentation of target group later on. The current status of the association is analysed and described in terms of product portfolio and strategic approaches. I am offering a new structure of the portfolio for which the marketing plan is being prepared. The action plan with all communication activities is part of the final outcome as well.

Motorsport fields autocross, rallycross and motocross no more have the status they had in recent history. They have to share their popularity with a growing offer of other attractive leisure activities. At the same time automobile clubs (keepers of motorsport stadiums, where various motorsport venues are held) have to deal with a decrease in financial and material support. Sponsors now decide more carefully about the sports to which they will link their brands. To reach an overall prosperity it is essential to focus marketing strategy on both channels -- B2B as well as B2C. Theoretical part of the thesis deals with a strategic marketing in sport industry with a focus on marketing mix. On the other hand practical part uses empirical and theoretical methods to analyze marketing mix of autocross, rallycross and motocross stadiums in the Czech Republic. Conclusion of the practical part summarizes the aim of the diploma thesis. Firstly, there is an analysis of Sedlčany Motorsport Stadium's marketing mix. The results are then used for creation of a new marketing strategy of this sport facility.

This diploma thesis is focused on the design of a marketing strategy within a selected company. In the theoretical part, an examination of currently available professional literature has been made. This literature, which describes individual marketing systems, is used as subsequent source material for the empirical component of this thesis. The analytical section focuses on a description of FITCOACH s.r.o, its position in its market and an overview of competitors in this sector. The main goal of the thesis is the proposal of a marketing strategy for FITCOACT, s.r.o. In conclusion, this thesis describes suggestions for improving the company's current situation by attracting new customers and therefore raising potential sales revenue.

The diploma thesis is focused on a marketing communication tools and proposing of their relevant improvements. The theoretical part delimits and describes respective theoretical thesis researched from relevant marketing literature. The practical part is focused on proposal of the marketing strategy analysis 7P, comparison of the chosen firm with its competitors and the SWOT analysis. The marketing strategy proposal introduces concrete proposals and suggestions for the chosen firm Re/max Reality Plus+.

The master´s thesis deals with the marketing strategy proposal of travel agency SunTA. The theoretical part of the thesis provides an overview of the current concept of corporate strategic management, strategic marketing management, marketing strategy and service quality. The analytical part of the thesis focuses on performing the marketing situation analysis of SunTA and the questionnaire survey to evaluate its service quality. The proposal part of the thesis includes the marketing strategy proposal based on the results of the marketing situation analysis and the evaluation of service quality.

Master´s thesis presents the proposal of marketing strategy for the company ZŘUD-Masokombinát Polička, Ltd., which is operating in an area of meat industry and is dealing in produce and selling meats and meat products. The objective of the thesis is an increase of competitiveness of the company and successful management. The first part of the thesis is focused on a summary of teoretical knowledge, which is concerning given problems. In the next part of the thesis there is the SWOT analysis, Porter analysis and analysis of marketing mix. On the basis of the analysis of the company there are some possible solutions suggested.

Bakgrund: Riskhantering handlar om att förebygga att risker uppstår inom ett företag. På grund av den föränderliga miljö som företag befinner sig i krävs en effektiv och integrerad riskhantering, varpå detta blivit särskilt avgörande vid hantering av kriser. Coronapandemin betraktas som en kris som inneburit ett förändrat konsumentbeteende, inte minst inom klädbranschen. På grund av det förändrade konsumentbeteendet har pandemin blivit en av de mest betydande förändringarna i modern marknadsföringshistoria där tidigare långsiktiga strategier blivit begränsade. Hur marknadsföringen fungerade tidigare, innan pandemin, har förändrats för att möta den nya verkligheten. I den alltmer föränderliga miljön som företagen befinner sig i kommer vikten av riskhantering öka i betydelse och det kommer bli mer betydelsefullt att kunna agera snabbt vid förändringar.  Syfte: Syftet med studien är att bidra med kunskap om hur e-handelsföretag inom klädbranschen skapar en riskuppfattning inom strategisk marknadsföring. Vidare undersöks hur e-handelsföretag integrerar riskhantering i deras marknadsföringsstrategier för att underlätta vid eventuella kriser. Det genom att studera hur e-handelsföretag har uppfattat och hanterat coronapandemin. Metod: För att uppfylla vårt informationsbehov bestod studiens empiri av kvalitativ data i som samlades in genom semistrukturerade intervjuer med totalt 16 informanter. Urvalet bestod av personer som hade en beslutsfattande roll på företagets marknadsföringsavdelning. Intervjuerna baserades på en intervjuguide som grundades på studiens teoretiska referensram. Resultat: Informanterna beskrev att det råder en pågående diskussion angående interna och externa dimensioner samt tidsdimensionen för att identifiera eventuella risker. Samtidigt identifierar vi att företagen mer eller mindre arbetar med de fem olika stegen i riskhanteringsprocessen. Slutsatser: Vi kan dra slutsatsen att företagen använder sig av de tre subdimensionerna för att rama in företaget situation och bilda sig en riskuppfattning. Riskhanteringsprocessen används i stor utsträckning av företagen. Dock på ett mer ostrukturerat sätt än det linjära sättet som teorin förespråkar. Det är däremot få företag som genomför en kvalitativ riskanalys vidutvärdering av riskers sannolikhet och konsekvens. / Background: Risk management is about preventing risks from arising within a company. Due to the ever changing environment in which companies find themselves, efficient and integrated risk management has become particularly crucial. The coronavirus pandemic is seen as a crisis that has led to a change in consumer behavior, which affects the clothing industry. The changing consumer behavior has made the pandemic into one of the most significant changes in modern marketing history, where previous long-term marketing strategies have been limited and marketing has changed to meet the new reality. The importance of risk management will increase following the changing environment and acting more quickly in the event of changes will become more important.  Purpose: The purpose of the study is to contribute to knowledge about how e-commercecompanies in the clothing industry create a risk perception in strategic marketing.Furthermore, how a risk management process is integrated into companies' marketingstrategies to facilitate possible crises is also examined. This after studying how companieshave perceived and handled the corona pandemic. Methodology: To fulfill the purpose of the study, our empirical data consisted of qualitative data collected through semi-structured interviews with a total of 16 informants. The sample consisted of people who had a decision-making role in the company's marketing team. The interviews were based on an interview guide which originated from the theoretical frame of reference.   Findings: All the informants described that discussions about the company's internal, external and temporal subdimensions were used to identify possible risks. All companies were using the five steps of the risk management process to a different extent. Conclusion: We can conclude that companies use the three sub-dimensions to frame the company's situation and form a risk perception. The risk management process is widely used by companies. However, it is used in a more unstructured way than the linear process that the theory advocates. It is a few companies that evaluate the probability and consequence of the risk using a qualitative risk analysis

The research is devoted to the review of practical and theoretical aspects of the international expansion marketing strategy development for the small healthcare setting. The development of international links among the companies of healthcare field and foreign enterprises and states is an important factor in receiving a recognition and taking the rightful place on the market. Increasingly greater number of the small and medium-size healthcare enterprises bethink of the breaking into external markets as it stands. However, here they face the challenges. On the one hand, Russian healthcare enterprises have the lack of business internationalization experience. On the other hand, the issue of international expansion is not explored enough theoretically and methodologically. The thesis determines the role of marketing strategy in business activities, its place in the company’s strategy structure. Besides, the study distinguishes the factors affecting decision-making process on company’s international expansion, elaborates an algorithm of a gradual marketing strategy development, makes guidelines on the strategy’s performance evaluation and particularly introduces the process of development and performance evaluation of company’s international expansion marketing strategy under current conditions evidence from Llc. «Stavko medical Centre». / В работе рассматриваются теоретические и практические аспекты разработки маркетинговой стратегии выхода на зарубежный рынок для малого медицинского предприятия. Для компаний, работающих в сфере медицинских услуг, развитие международных связей между предприятиями и странами является важным условием для получения признания и занятия достойного места на рынке. В современных условиях все большее число малых и средних частных медицинских фирм рассматривают возможность выхода на зарубежный рынок. Однако, с одной стороны, отсутствует опыт интернационализации бизнеса у российских медицинских организаций, с другой – данная проблема недостаточно теоретически и методологически разработана. В работе определена роль маркетинговой стратегии в предпринимательской деятельности, ее места в структуре стратегий предприятия, рассмотрены и классифицированы факторы, влияющие на процесс принятия решения о выходе предприятия на зарубежный рынок, разработан алгоритм поэтапного формирования маркетинговой стратегии предприятия, методические рекомендации по оценке ее эффективности, представлен процесс разработки и оценки эффективности маркетинговой стратегии выхода на зарубежный рынок в современных условиях на примере ООО «Клиника Ставко».