This thesis deals with marketing strategy of Motortec, Ltd. The company is an authorized dealer of vehicle brands Fiat, Alfa Romeo, Lancia and Jeep and provides authorized servise for vehicles of all brands. In the company there is no person responsible for marketing. The purpose of the thesis is to design a marketing strategy of the company.

Internationalizing small and medium sized enterprises are limited in resources in comparison to larger enterprises. Through digitalization, smaller sales organizations have been presented with tools to enable the sales representatives to use time more effectively and focus on reaching organizational goals. This study aims to determine how digital sales and marketing tools should be implemented into the traditional sales process to increase time effectivity of sales representatives. Based on previous literature on related topics, sales representatives of Scanmast were interviewed and insights specific to the implementation of digital sales and marketing tools into complex B2B sales processes was gathered. The analysis of the responses in congestion with previous research demonstrated that certain ways of leveraging digital sales and marketing tools increase the time effectivity of sales representatives. These results were found to be especially present in regard to the parts of the sales process where customer interaction is considered to be low.

The aim of the dissertation on the theme "Analysis of the marketing communication of VF Czech company" is the evaluation of communication activities of the company VF Czech which is the distributor of Lee and Wrangler brands clothes in Czech Republic. Part of the dissertation is also description of particular marketing campaigns and theirs impact on retail sales and finding possible corrective measures. I evaluate the communication mix of VF Czech on the basis of comparison with its largest competitor, the Levi Strauss Prague company.

The goal of this thesis is to evaluate the used sales promotion in selected company Motor Jikov Group and based on examined data to suggest potential solution for improving the current situation.

The first part is focused on internet sales and its specifics and benefits in business. There are summarized advantages and disadvantages of Internet marketing for online sales. In the second chapter there are analysed statistical data of the development of online sales. It is focused in detail on the development in the Czech Republic. In the main part there are compared online product sales in selected eshops in relation to the statistical outputs. Detailed comparison of sortiment and prices of sales is realized on example of LED televisions. Furthermore there are compared delivery and payment terms and other benefits offered by each eshop.

The diploma thesis is focused on improving the merchandising of selected company. The first part deals with definition of the theoretical framework, based on which the current situation in the company is evaluated. Through quantitative methods and individual interviews with employees of the selected company, a new store layout is proposed in such a way as to achieve the identified customer requirements, bring new customers to company, strengthen the loyalty of existing customers and at the same time increase sales.

This diploma thesis is focused on design and e-commerce marketing strategy. It mainly deals with how to increase traffic on websites and in chemist shop and increase its profit. The thesis will map the current situation of pharmacy using SWOT analysis, SLEPT analysis and Porter’s five forces model. Based on the collected data the appropriated solution will be chosen to achieve the defined goals.

abstract: Health is among the most basic needs of the people and driving force of social and economic development. The health nutrition & wellness industry is gradually becoming a global sunrise industry . However, the industry is faced many problems and challenges including weaknesses in the industry structure, fragmentations of supply chain, low efficiency in resources allocation, and lacking in quality on personnel training. To achieve core competitiveness and value creation, it is important that the health nutrition & wellness industry must meet the needs of Chinese market and its customers with a customer centric perspective to design a firm’s organization strucrture and management processes. This thesis is based on an analysis of the competitive landscape faced by the nutrition & wellness industry as exemplified by By-Health.Ltd. The investigation begins with an analysis and synthsis of the common industry practices on sales & distribution channels for their underlying similarities and differences in product strategies, branding strategies, and agency models on incentive design and profit sharing mechanisms. Through an empirical survey, this thesis also investigate customer’s demand for nutritious and healthy products. The results through factor analysis reveal that such demands are driven by individual factor, product factor, enterprise factor and environmental factor. The study concludes with a proposed framework to link customer value through three innovative designs in sales and distribution: community marketing model, sharing marketing model and Internet factory marketing model. / Dissertation/Thesis / Doctoral Dissertation Business Administration 2018

Les Grands Projets d’Infrastructure constituent un secteur économique majeur. Leur gouvernance a évolué, avec la sélection, de plus en plus fréquente, des grands fournisseurs, via des d’Appels d’Offres internationaux très normés, dans le cadre d’un contexte concurrentiel ouvert, et institutionnellement plus complexe. Face à cette évolution, les théories commerciales et marketing actuelles, apparaissent insuffisantes: elles font peu de cas des situations d’Appels d’Offres normés, et prennent insuffisamment en compte la complexité du système institutionnel, inhérent à ces Grand Projets. En outre ces deux faiblesses sont accentuées par la faible légitimité de l’action commerciale, face au Management de Projet et à l’institution Achats. Le recours aux théories néo-institutionnelles constitue une approche novatrice, permettant de prendre en compte le Grand Projet, comme un système complexe, dynamique et unique, qui s’institutionnalise progressivement (une notion qui diffère de celle de milieu). Cette posture permet de définir une nouvelle grille de lecture des relations entre les acteurs impliqués au sein de ces Grands Projets, et de proposer les principes d’une action commerciale proactive envers ce système institutionnel complexe. La thèse développe une méthodologie constructiviste, au travers de l’étude de deux cas concrets dans les infrastructures de télécommunications et du contrôle aérien, renforcée par des interviews de professionnels. Elle permet de proposer des recommandations, théoriques et pratiques, pour une action commerciale institutionnelle proactive, permettant aux industriels d’institutionnaliser leurs avantages compétitifs. Il s’agit d’une nouvelle approche commerciale, portée par un socle théorique intégrant des apports de la sociologie aux théories Commerciales & Marketing : un Néo-Marketing Institutionnel. / Large Infrastructure Projects’ stakes are major in terms of economics. Their governance has evolved over the past years, with formal Call for Tenders becoming a classic way to select suppliers, within a more competitive and institutionally complex environment. Current theoretical methodologies, structuring marketing & sales action, appear somewhat inappropriate to tackle this evolution: they neither really take into account the consequences of the very formal Call for Tenders, nor the institutional systemic complexity involved in such Large Projects; besides, Sales & Marketing suffer from a basic lack of legitimacy compared to Project Management and Purchasing, which carries on the powerful myth of Competition. Calling in New Organizational Institutionalism theories provides a new approach, allowing to consider such a Large Project as a complex, unique and dynamic institutional system, which institutionalizes itself progressively (a concept that differs from the so called milieu) Such an approach allows to define a new analysis methodology to asses interactions among all actors involved into the project, and to propose key principles for innovative proactive Sales & Marketing actions towards such complex institutional systems. This PhD research work develops a constructivist methodology based on interviews with key actors and in-depth analysis of two case studies in telecommunications and air traffic control infrastructure. The author proposes actual, theoretical and practical, areas for improvement of the Sales & Marketing methodology, allowing industrial corporations to institutionalize their competitive advantages. Ultimately, this research work leads to a new Sales approach, based on a theoretical framework, incorporating modern Sociology inputs into current Sales & Marketing theories: a New Institutional Marketing.

過去紡織產業為台灣的主力產業，由於本國廠商掌握純熟的製造技術與低廉的勞力成本，促使產品達到高品質、低成本之優勢。然而，產業環境逐漸全球化，導致台灣廠商面臨中國大陸及東南亞地區勞力成本低之威脅，而喪失成本優勢，因而促使些許廠商採取海外設立製造據點策略，以因應客戶低成本的需求。但此海外擴張策略需要組織投入大量資金於建置廠房，除了提高組織之營運風險外，此策略並無法有效維持及強化自身與客戶的長遠關係，此外，台灣紡織廠商應運用研發技術之優勢，提供差異化產品以創造更高利潤。而當紡織廠商欲達到此目標且藉此拓展海外潛在客戶合作關係時，唯有利用海外業務據點之成立，才能降低營運風險，且貼近客戶端以了解需求，並提升雙方合作關係之緊密度。 本研究將採取質化個案研究方法，深度訪談台灣紡織產業內的標竿企業─A公司，且輔以蒐集隸屬於同集團下─B公司之次級資料，並加以運用Dunning(1980)之折衷理論，探討個案公司如何運用自擁優勢、區位優勢及內部化優勢，及組織與內外部重要利害關係人之網絡關係，以提高組織設立海外業務據點之成功機會，此外，本研究也蒐集大量之次級資料，分析組織分別設立海外業務據點及製造據點所需具備OLI理論各層面優勢之差異性。 研究結論顯示，於OLI架構下，文化距離差異度愈低之自擁優勢、廠商專屬程度愈高之資產；產業聚合密度較高與人力專屬性較高之區位優勢；母公司掌控程度越高之內部化優勢皆正向影響組織設立海外業務據點；而於內外部網絡關係層面，廠商與相關企業間業務人員銷售能力共用程度高之網絡關係、廠商間相互依存度高之外部網絡關係及地主國政府所提供的資源豐富性越高之外部網絡關係，皆能對於廠商設立海外業務據點形成助益。 / In the past, the textile industry was prosperous in Taiwan because of professional techniques and low labor costs. However, these advantages disappear gradually because of the economic growth of developing countries such as China and Vietnam. Therefore, the managers in textile enterprises in Taiwan have to develop some strategies to overcome the challenges. Most of these companies strengthen their R&D skills to make differentiated products and then gain more profits. At the same time, they will reduce the operational risk and build the strong customer relationships by establishing the overseas sale and marketing sites. The study uses qualitative research method to interview the vice president and the assistant manager in the case company. Furthermore, the research applies the “Eclectic Paradigm”, which was published by Dunning in 1980, to discuss how the case company used the ownership advantages, location advantages, internalization advantages and the network relationships to increase the possibility of expanding the business overseas by establishing the sites. Moreover, the research also compares the differences between the production sites and sales and marketing sites. To sum up, there are some findings in the research. When the ownership advantages with low cultural difference and high specific assets, the location advantages with high cluster density of the industry and high specific labor assets, the internalization advantages with high control by the headquarter will encourage the company to set the sales and marketing sites overseas. On the other hand, the internal social networks about the sale resources between the organization and affiliated companies, the external social networks with high dependency from the customers and the supporting from the host government will encourage the company to implement the global expansion strategy.