This master's thesis is focused on marketing planning and the main task is to propose an efficient marketing strategy for firm El-Port. Theoretical resources of marketing and procedures for marketing strategy proposal are mentioned in the first part. Second part of this thesis is focused on firm El-Port, concretely there is mentioned basic overwiev and description of firm's activities. Current state analysis is also included in this part and it is a main resource for marketing strategy proposal. Final proposal of marketing strategy is described in the last part of this thesis.

This diploma thesis is aimed at the issue of synergistic effects selected consolidated entities in the Czech Republic. The objective of this thesis is the evaluation of whether the synergic effects arise in selected concerns from "Wholesale trade, retail trade; repairs and motor retail trade" industry. The decision about the presence of synergistic effects is based on the comparison of values of selected indicators for parent company and the concern.

Digitaliseringen erbjuder utmaningar och möjligheter för såväl små som stora företag och driver inom partihandeln effektivisering, stordriftsfördelar och automatisering vilket bedöms leda till fortsatt konsolidering med färre och större företag. Forskning visar att förutsättningarna att hantera utmaningar och möjligheter ser olika ut beroende på olika faktorer som företagsstorlek, ålder, bransch och resurser. Det kan leda till digitala klyftor mellan dem som tar vara på möjligheterna och de som inte gör det. Utvecklingen behöver nödvändigtvis inte betyda att det är de moderna sektorer som förändras mest. Forskning visar på en utmanande situation när småföretag med begränsade resurser skall driva digitalisering till en högre nivå av digital mognad. Med bättre kunskap om hur förutsättningar ser ut kan ny viktig förståelse bidra till att förbättra möjligheten att hantera utmaningarna och ta vara på möjligheterna. För att undersöka detta har en kvalitativ studie genomförts på sex småteknikhandelsbolag i den mogna industrin. Vald teori bygger på Westerman, et al., (2014) digitala mognadsmodell med utgångspunkt i digital förmåga och ledarskapsförmåga.Forskningsresultatet som vald teori grundar sig på är baserad på den mogna industrin, vilket gör den relevant för uppsatsens problemformulering och forskarfråga. Studien i uppsatsen visarpå kundorienterade små teknikhandelsbolag med olika verksamheter som befinner sig i en liknande situation utifrån digitaliseringen. Företagen visar en medvetenhet om sina digitala brister och en ambition att utvecklas, men med en försiktighet och osäkerhet i genomförandet. Det kan kopplas samman med brist på främst relevant digital förståelse. Ambitionen leder till olika digitala insatser inom olika område, men en övergripande digital helhetssyn saknas. Samtidigt uttrycker företagen ingen noterbar oro för situationen, vilket ger en något motsägelsefull bild. Studien visar på ett samstämmigt resultat vilket stämmer överens med tidigare forskning, och kan indikera att tusentals andra småföretag befinner sig i samma båt. Teorin är relevant, men för att de studerade företagen skall kunna omsätta teorin praktiskt på ett sätt som leder dem framåt behöver de nå en högre digital mognad. Därför matchar det valda teoretiska perspektivet inte företagens behov i nuläget. Den enskilt största utmaningen är relaterad till brist på digital kompetens för att strategiskt driva digital omställning. Med en traditionell och relativt digitalt omogen kundsektor blir omvandlingstrycket lågt med för- och nackdelar. Företag inom teknikhandel skapar ett mervärde genom specialistkunnande, lokal marknadskännedom, kvalificerad teknisk rådgivning, lagertillgänglighet och hög service. Det är livsviktigt att fortsätta utveckla detta mervärde för ökad konkurrenskraft mot ökad digital transparens av prisjämförelser och mot resursstarka globala och digitala e-handelsplattformar. Genom att lyfta blicken över den vardagliga situationen bör företagen mer proaktivt fokusera på extern kundnytta och intern effektivitet. Med ökad förståelse om kunders digitala behov, kan företagen kraftsamla inom område med störst behov, vilket kan attrahera nya kunder med högredigital mognad som skapar incitament till att driva den digitala omställningen framåt. För Sveriges tusentals industriföretag är potentialen i dessa frågor stor och avgörande på sikt. / Digitalization offers challenges and opportunities for both small and large companies and drives efficiency, economies of scale and automation within the technical trade sector, which isexpected to lead to continued consolidation with fewer and larger companies. Research shows that the conditions for managing these challenges and opportunities are different depending on different factors such as company size, age, industry, and resources. This can lead to a situation where digitalization divides between those who seize the opportunities and those who don´t. The development does not necessarily mean that it is the modern sectors that are changing the most.Research shows a challenging situation, when small businesses with limited resources want to drive digital transformation to a higher level of digital maturity. With better knowledge of what the conditions look like, important understanding can improve the ability to manage the challenges and seize the opportunities. Therefore, a qualitative study has been carried out on six small technical trading companies in the mature industry. The chosen theoretical framework is based on Westerman, et al., (2014) digital maturity model with two dimensions, digital capabilities, and leadership capabilities. The research results on which the chosen theory is based is the mature industry, which makes the chosen theory relevant to the thesis's problem formulation and research question. The study shows customer oriented small technical trading companies with different businesses that are in a similar situation due to digitalization. Companies show an awareness of their digital shortcomings and an ambition to develop, but with caution and uncertainty in their implementation. This can be linked to a lack of mainly relevant digital understanding. The ambition leads to different digital efforts in different areas, but an overall digital holistic approach is lacking. At the same time, companies do not express any notable concern about the situation, which paints a somewhat contradictory picture. The study shows a consistent result, also with previous research, and may indicate that many thousands of similar small businesses are in the same boat. The theory is relevant, but for the companies studied to be able to put the theory into practice in a way that leads them forward, they need to reach a higher digital maturity. Therefore, the chosen theoretical perspective does not match the needs of the companies at present. The single largest challenge is related to a lack of digital skills to strategically drive digital transformation. With a traditional and relatively digitally immature customer sector, the conversion pressuresare low resulting in both advantages and disadvantages. Technical trading companies create added value through a specialist know-how, local market knowledge, qualified technical consultations, product availability and high service. It is vital to continue to develop this added value for increased competitiveness towards increased digital transparency of price comparisons and towards resource-rich global and digital e-commerce platforms. By looking above, the daily business, the companies should focus more proactively on external customer benefit and internal efficiency. With an increased understanding of customers' digital needs, companies can gather strength in areas with the greatest need, which can attract new customers with higher digital maturity who creates incentives to drive the digital transition forward.

Restaurangutläggen har ökat sedan 2010 och efterfrågan på lokalt producerad mat har ökat allt mer senaste tiden, vars syfte inte längre enbart syftar till att mätta idag. Trender har lett till att mervärden inom mat såsom kvalité, hållbarhet och ursprung efterfrågas, varpå restauranger har anpassat sig till detta för att skapa en matupplevelse. Restauranger efterfrågar därmed en större kvantitet av lokalt producerade råvaror. Grossister verkar mellan producenter och restauranger som en länk för att förmedla råvaror och dess mervärde, men trots det finns brister vid förmedlingen. Tidigare studier har påvisat att lokala producenter har hög kunskap inom sin produktion, men lägre kunskaper inom marknadsföring. Studien syftar till att studera värdekedjan mellan producent, grossist och restaurang samt förutsättningar för en grossists värdeskapande på en lokal marknad. För att kunna besvara syftet besvaras tre forskningsfrågor, vilka ämnar till att öka förståelsen för hur värdekedjan ser ut på en lokal marknad samt öka förståelse kring grossistens roll som värdeskapande aktör. Resultatet av studien visar att värdekedjan fungerar, men att det finns brister vid förmedlingen av mervärde mellan aktörerna. Mellan varje aktör verkar distributionskanaler var mervärden flödar. Ytterligare mervärden konstaterades efterfrågas, vilka inte framgick bland alla aktörer. Vidare kunde det konstateras att det råder otydligheter kring begreppet distribution, vilket anses vara en orsakande faktor till den brist kring förmedling av mervärde som råder idag. Studien har bidragit till att belysa de brister som råder idag, för att öka medvetenhet kring dessa. Vidare har en SWOT-analys lyft fram aspekter som anses vara väsentliga att ta hänsyn till. Studien anses därför vara till nytta för aktörer inom livsmedelsbranschen, specifikt de som verkar på en lokal marknad. / Restaurant outlays have increased since 2010 and the demand for locally produced food has increased more recently, the purpose of which is no longer solely to fill today. Trends have created other demands which restaurants have adapted to, to create a dining experience. Restaurants are thus demanding a larger quantity of locally produced raw ingredients. Wholesalers operate between producers and restaurants as a link to mediate raw ingredients and their added value. Yet, there are deficiencies in the mediation. Previous studies have shown that local producers are knowledgeable in their production, but less knowledgeable in marketing. The purpose is to study the value chain between producer, wholesaler, and restaurant as well as the conditions for a wholesaler's value creation in a local market. To be able to answer the purpose, three research questions have been proposed, which aim to increase the understanding of how the value chain looks like in a local market and increase the understanding of a wholesaler's role as a value-creating actor. The results of the study show that the value chain works, but that there is a deficiency in the mediation of added value between the actors. Distribution channels seem to flow between each actor where added value flows. Other added values were found to be in demand, which was not apparent among all actors. Furthermore, it was found that there is some ambiguity about the concept of distribution, which is considered to be a causative factor for the lack of value-added mediation that prevails today. The study has contributed to highlighting the shortcomings that exist today, to raise awareness of these. Furthermore, a SWOT-analysis has highlighted aspects that are considered to be essential to take into account. The study is therefore considered to be of benefit to actors in the food industry, specifically those operating on a local market.

This thesis covers two separate studies. The first study, chapter 2, was conducted to evaluate whether there are additional economic returns from producing strawberries in the high tunnel compared to the open-field in Southeast Virginia. We develop and compare budgets for eight strawberry cultivars grown in the two environments and sold under three marketing strategies (pre-pick wholesale, pre-pick retail, and U-pick). Almost all cultivars in the high tunnel generated negative net revenues regardless of the marketing strategy. In contrast, net revenues from open-field cultivars were always positive. In the second study, chapter 3, we used a fractional multinomial logit model to estimate the effect of crop revenues, input costs, and fuel ethanol production on the joint acreages planted to eight U.S major crops (barley, corn, cotton, peanuts, rice, sorghum, soybeans, and wheat). We found a positive and statistically significant marginal effect of the expected peanuts' revenue on its acreage share. The expected corn revenue had a negative average marginal effect on soybean acreage share, and the effect of expected wheat revenue was positive on cotton acreage share and negative on rice acreage share. / Master of Science / This thesis covers two separate research studies. The first study, chapter 2}, was conducted to evaluate whether growing strawberries in a simple, low-cost, and passive heat structure known as a "high tunnel" would yield more profit (the difference between total revenues and total costs) compared to growing them outside in an open-field in Southeast Virginia. We estimate and compare differences between total revenues and costs for eight strawberry cultivars grown in the two environments and sold under three marketing strategies. The first two marketing strategies involve growers harvesting strawberries themselves. They can then either retail them (farm stands, farmers' markets, or in a similar setting: pre-pick retail) or sell them in bulk to be retailed by others (pre-pick wholesale). A third marketing strategy involves consumers visiting a farm and picking their own strawberries (U-pick). Almost all cultivars grown in the high tunnel structure resulted in a loss (negative difference between total revenues and costs) regardless of the marketing strategy. In contrast, cultivars produced in the open-field always generated a profit (positive total revenues and costs difference). In the second study, chapter 3, we estimated the effect of crop revenues, input costs, and fuel ethanol production on acreages planted to eight U.S major crops (barley, corn, cotton, peanuts, rice, sorghum, soybeans, and wheat), and we considered the fact that acreages allocated to one crop affect other crops' acreages. We found that increasing the expected revenue of peanuts leads to an increase in its acreage share. Increasing the expected revenue of corn leads to a decrease in soybeans' acreage share. Finally, increasing the expected revenue of wheat leads to an increase in the cotton acreage share and a decrease in the rice acreage share.

Актуальность темы обусловлена потребностью организаций в оптимизации бизнес-процессов продвижения через сеть Интернет в сфере оптовой торговли. Целью выпускной квалификационной работы является разработка и внедрение нового функционала, оптимизирующего процесс продвижения на предприятии ООО «Мед-орто». Данные рекомендации применяются на практике, и будут способствовать поддержанию интереса покупателей к компании «Мед-Орто». Реализация проекта направлена на увеличение продаж, узнаваемости, формированию лояльных пользователей. / The relevance of the topic is due to the need for organizations to optimize the business processes of promotion via the Internet in the field of wholesale. The purpose of the final qualification work is the development and implementation of new functionality that optimizes the promotion process at the “Med-orto” enterprise. These recommendations are applied in practice and will help maintain the interest of buyers in “Med-orto”. The implementation of the project is aimed at increasing sales, recognition, and building loyal users.

Mycorrhizal Networks (MNs) facilitate the exchange of resources including energy, water, nutrients, and information between trees and plants in forest ecosystems. This work explored MNs as an inspiration for new market models in transactive energy networks, which similarly involve exchanges of energy and information between buildings in local communities. Specific insights from the literature on the structure and function of MNs were translated into an energy model with the aim of addressing challenges associated with the proliferation of distributed energy resources (DERs) at the grid edge and the incorporation of DER aggregations into wholesale energy markets. First, a systematic review of bio-inspired computing interventions applied to microgrids and their interactions with modern energy markets established a technical knowledge base within the context of distributed electrical systems. Second, a bio-inspired design process built on this knowledge base to yield a structural and functional blueprint for a computational mycorrhizal energy market simulation. Lastly, that computational model was implemented and simulated on a blockchain-compatible, multi-agent software platform to determine the effect that mycorrhizal strategies have on transactive energy market performance. The structural translation of a mapped ectomycorrhizal network of Douglas-firs in Oregon, USA called the 'wood-wide web' created an effective framework for the organization of a novel mycorrhizal energy market model that enabled participating buildings to redistribute percentages of their energy assets on different competing exchanges throughout a series of week-long simulations. No significant changes in functional performance –- as determined by economic, technical, and ecological metrics – were observed when the mycorrhizal results were compared to those of a baseline transactive energy community without periodic energy asset redistribution. Still, the model itself is determined to be a useful tool for further exploration of innovative, automated strategies for DER integration into modern energy market structures and electrical infrastructure in the age of Web3, especially as new science emerges to better explain trigger and feedback mechanisms for carbon exchange through MNs and how mycorrhizae adapt to changes in the environment. This dissertation concludes with a brief discussion of policy implications and an analysis applying the ecological principles of robustness, biodiversity, and altruism to the collective energy future of the human species. / Doctor of Philosophy / Beneath the forest floor, a network of fungi connects trees and plants and allows them to exchange energy and other resources. This dissertation compares this mycorrhizal network (mycorrhiza = fungus + root) to a group of solar-powered buildings generating energy and exchanging it in a local community marketplace (transactive energy markets). In the analogy, the buildings become the plants, the solar panels become the leaves, and the electrical grid represents the mycorrhizal network. Trees and plants produce their own energy through photosynthesis and then send large portions of it down to the roots, where they can trade it or send it to neighbors via the mycorrhizal network. Similarly, transactive energy markets are designed to allow buildings to sell the energy they produce on-site to neighbors, usually at better rates. This helps address a major infrastructure challenge that is arising with more people adding roof-top solar to their homes. The grid that powers our buildings is old now and it was designed to send power from a central power plant out to its edges where most homes and businesses are located. When too many homes produce solar power at the same time, there is nowhere for it to go, and it can easily overload the grid leading to fires, equipment failures, and power outages. Mycorrhizal networks solve this problem in part through local energy balancing driven by cooperative feedback patterns that have evolved over millennia to sustain forest ecosystems. This work applies scientific findings on the structure and function of mycorrhizal networks (MNs) to energy simulation methods in order to better understand the potential for building bio-inspired energy infrastructure in local communities. Specifically, the mapped structure of a MN of douglas-fir trees in Oregon, USA was adapted into a digital transactive energy market (TEM) model. This adaptation process revealed that a single building can connect to many TEMs simultaneously and that the number of connections can change over time just as symbiotic connections between organisms grow, decay, and adapt to a changing environment. The behavior of MNs in terms of when those connections are added and subtracted informed the functionality of the TEM model, which adds connections when community energy levels are high and subtracts connections when energy levels are low. The resulting 'mycorrhizal' model of the TEM was able to change how much energy each connected household traded on it by changing the number of connections (more connections mean more energy and vice versa). Though the functional performance of the mycorrhizal TEM did not change significantly from that of a typical TEM when they were the context of decentralized computer networks (blockchains) and distributed artificial intelligence. A concluding discussion addresses ways in which elements of this new model could transform energy distribution in communities and improve the resilience of local energy systems in the face of a changing climate.

As características estruturais do setor elétrico brasileiro são semelhantes às de outros setores produtivos clássicos. O segmento geração de energia elétrica ocupa um papel de destaque não só no aspecto estrutural, mas também na sua participação dentro da tarifa de fornecimento de energia elétrica, com participação da ordem de 30%. As questões comerciais que deveriam estar presentes de forma intensa durante todo o ciclo de vida do SEB, somente nas duas últimas décadas ganharam destaque e lhe foi dada a devida importância. Este trabalho procurou identificar como se processou as relações negociais, em particular as de cunho comercial, entre as empresas, supridoras e supridas, integrantes do setor elétrico brasileiro - SEB. O estudo foi segmentado em três períodos: 1990 a 1996 - \"Concepção da privatização\", 1997 a 2002 - \"Execução Operacional do Programa de Privatização\" e 2003 a 2006 - \"Modelo da Reestruturação\". Foram analisados os conceitos referentes a energia assegurada, mecanismo de realocação de energia e contratos iniciais.O texto expõe também a evolução histórica do SEB desde o final do século XIX, durante todo o século XX, e observou as externalidades que contribuíram para o posicionamento atual, como por exemplo, crise do México, Consenso de Washington e Racionamento de Energia Elétrica - 2001. Finalmente são apresentados os conceitos e o processo de cálculo do custo marginal de operação - CMO e do preço da liquidação das diferenças - PLD e do atual processo de comercialização de energia que compreende os ambientes de contratação regulada, com destaque para os leilões de energia, e o ambiente de contratação livre. / The characteristics of the Brazilian Electrical Sector, BES, are similar to those of other classic productive sectors. The electrical power generation segment plays an important role not only in the structural aspect, but also in the share of about 30% of the user\'s end tariff. The commercial issues, that should have been strongly emphasized in all BES life cycle, have only in the two last decades received the attention it deserved. This work aimed at identifying how business relations developed, particularly the commercial issues of the companies belonging to the BES system; that is, suppliers and supplied components of the said system. This project was divided into three parts: 1990 to 1996 - \"Conception of privatization\", 1997 to 2002 - \"Operational execution of privatization programs\" and 2003 to 2006 - \"Restructuring model\". Concepts related to assured power supply, electricity reallocation mechanism and initial contracts were analyzed. The text still describes BES historical evolution from the end of the nineteenth century through the twentieth century. The prevailing external scenarios that contributed to the present situation, e.g., Mexico Crises, Washington Consensus and 2001 Electricity Supply Restriction were also taken into account. Due consideration has also been given to: marginal operational cost calculation, settlement price for the differences (spot prices) and the existing process of power commercializing, which encompasses free and regulated contracting ambience. In the latter power auction plays the dominant role.

Este trabalho aborda a inserção das fontes incentivadas de energia - PCHs, Biomassa, Eólica e Solar - no ambiente de comercialização de energia elétrica do setor elétrico brasileiro, mais especificamente na CCEE. Apesar de a legislação ter criado o consumidor especial em 1998, a falta de definição do processo de comercialização das fontes incentivadas impediu, durante anos, o crescimento deste mercado. Porém, para propor uma solução para esta implementação, é importante conhecer as atuais regras que regem a comercialização de energia, identificando, assim, as possibilidades de adequação. Por se tratar de um problema atual, várias propostas de solução foram apresentadas por agentes do setor através da Audiência Pública 33/05. Essas propostas também são analisadas no trabalho, de forma que a solução apresentada considera as vantagens e desvantagens do que foi discutido pelo mercado. Por fim, a simulação da solução proposta indica a sua viabilidade de implantação e permite uma análise crítica do mercado de fontes incentivadas e das Regras de Comercialização da CCEE. / This work approaches the insertion of the renewable energy sources - SHP, Biomass, Wind and Solar - in the Brazilian power trading environment, more specifically in Wholesale Market Administrator. Although the legislation created the special consumer in 1998, the lack of definition in the renewable energy trading process hindered this market development during years. However, to consider a solution for this implementation, it is important to know the current rules that conduct the power trading, therefore, identifying the possibilities of adjustment. Since this is a current subject, some proposals had been presented by sector agents through the Public Hearing 33/05. In this work, these proposals are also analyzed, so the presented solution considers the advantages and disadvantages of what was discussed by the market agents. Finally, the simulation of the proposed solution indicates its implementation viability and allows a critical analysis of the renewable energy sources market and the Trading Rules of the Wholesale Market Administrator.

Este trabalho aborda a inserção das fontes incentivadas de energia - PCHs, Biomassa, Eólica e Solar - no ambiente de comercialização de energia elétrica do setor elétrico brasileiro, mais especificamente na CCEE. Apesar de a legislação ter criado o consumidor especial em 1998, a falta de definição do processo de comercialização das fontes incentivadas impediu, durante anos, o crescimento deste mercado. Porém, para propor uma solução para esta implementação, é importante conhecer as atuais regras que regem a comercialização de energia, identificando, assim, as possibilidades de adequação. Por se tratar de um problema atual, várias propostas de solução foram apresentadas por agentes do setor através da Audiência Pública 33/05. Essas propostas também são analisadas no trabalho, de forma que a solução apresentada considera as vantagens e desvantagens do que foi discutido pelo mercado. Por fim, a simulação da solução proposta indica a sua viabilidade de implantação e permite uma análise crítica do mercado de fontes incentivadas e das Regras de Comercialização da CCEE. / This work approaches the insertion of the renewable energy sources - SHP, Biomass, Wind and Solar - in the Brazilian power trading environment, more specifically in Wholesale Market Administrator. Although the legislation created the special consumer in 1998, the lack of definition in the renewable energy trading process hindered this market development during years. However, to consider a solution for this implementation, it is important to know the current rules that conduct the power trading, therefore, identifying the possibilities of adjustment. Since this is a current subject, some proposals had been presented by sector agents through the Public Hearing 33/05. In this work, these proposals are also analyzed, so the presented solution considers the advantages and disadvantages of what was discussed by the market agents. Finally, the simulation of the proposed solution indicates its implementation viability and allows a critical analysis of the renewable energy sources market and the Trading Rules of the Wholesale Market Administrator.