The thesis analyses the marketing strategy of IMOPRA s.r.o. company which operates in the sphere of automotive industry. The theoretical part is formed by the first free chapters and is elaborated from the standpoint of strategic marketing and strategic management. The other chapters form the analytical part which contains general characteristics of IMOPRA s.r.o. company and it analyses its existing marketing strategy from the standpoint of its specific position on B2B market as a certificated manufacturer of air conditioning parts. The conclusion contains the evaluation of company existing marketing strategy and it recommends some partial potential improvements.

This thesis outlines the fundamental theory of setting up a marketing communication strategy in a B2B start-up environment. The objective is to design a communication strategy for a start-up company from scratch, providing a detailed outline of the steps required and considerations to be included, based on the literature from the theoretical part. This thesis serves as a practical guide for the creation of a successful communication strategy in a B2B start-up - a topic which has not been covered sufficiently by academic literature to date. In order to design the promotional strategy, existing literature has been used to set up the theoretical groundwork, industry benchmarking and primary research has been conducted, and secondary research has been performed. As a result, recommendations have been formed, which will be implemented in practice. The implications of this thesis' output will therefore be that the suggestions can be evaluated in retrospect.

The thesis is focused on creation of B2B market place design to support small and medium size enterprises. It is based on research of issues of small and medium size enterprises and system complexity. Study of logistics, logistic distribution and contemporary supply chains in the Czech Republic from the point of view of small and medium size enterprises is another part of the thesis. The design is based on research of semantic web and is created according to MMSP methodology. The design is created to eliminate pressure points of studied areas such as small ability of semantic web to become a communication system used in exchange of enterprises' offers and demands, limited cooperation of small and medium enterprises, prices which do not depend on logistics costs and door to door deliveries which supports the prominent position of large retail companies.

This master thesis deals with the specifics of marketing communication of American IT company on the European market. The aim of this work is to describe principles of marketing and marketing communication. The main objective of this work is the analysis of Hewlett Packard Enterprise marketing communication, its evaluation and formulation of recommendations that would lead to more effective marketing communication. The benefit of this thesis should be creating comprehensive view of the company, analysis of its communication and subsequent suggestions for improvement, which could be applied in practice.

The aim of this master thesis was to provide management of XERTEC and its marketing department for possible improvements of the current marketing strategy. Optimal propose ideas starts with a planning phase of the strategic marketing process that is focused on understanding the business and its environment. It has helped the processing of the situational analysis. Macro-analysis was conducted by using the PEST analysis, micro environment was assessed by using Porter five forces model and for the mapping of the internal situation was used the background of the VRIO analysis. The results of these processes I have summarized in the SWOT analysis. After subsequent reminding the targets and key customer segments, I approached marketing strategy through marketing mix to describe the current situation in this area and suggest what could be improved. The most significant change should be focusing on pull strategy, instead of the current push one.

The main objective of this thesis is to develop marketing strategy for pollutant detector in the development. The first part of the thesis focuses on the environmental issues, pollutant measuring technologies and on bioluminescence bacteria which are used in the detector. The detector is designed for companies which get in touch with selected dangerous elements (mercury, cadmium, lead, BTEX and PCBs) within their business activities. That is why the next part is about B2B specifics as companies are targeted customers. Various marketing theories are applied to set marketing strategy. It starts with situation analysis which involves PEST analysis, Porter's five forces analysis and SWOT analysis. Based on analyzed information and responses given in online questionnaire the perspective markets are identified, positioning set up, and product, price, distribution and communication policy specified.

This diploma thesis deals with product launch marketing plan on B2B engineering market. The aim is to describe the marketing plan and comment it in terms of complexity and depth of this plan. The theoretical part describes the marketing plan and its parts considering the specifics of small business on B2B market. The practical part covers comments on the particular marketing plan in detail and suggests indicators which evaluate successful product launch. Finally, the conclusion evaluates marketing plan briefly and presents several suggestions to improve the plan based on specialized publications.

Att säga hur en B2B-webbsidas design ska utformas för att skapa effektivitet är svårt, men i detta arbete undersöks vilka riktlinjer som finns när det gäller vilket innehåll som kan göra en webbsida mer effektiv. Det finns många skillnader mellan B2C- och B2B-företag och en av dem är B2B-företagens strävan efter en stark och långvarig relation till sina kunder. Att med hjälp av innehållsmarknadsföring skapa innehåll som företagets kunder tycker är intressant blir därför både viktigt och effektivt för just B2B-företag. För att undersöka vad dagens B2B-företags webbsidor innehåller genomfördes en mindre visuell innehållsanalys. Undersökningen visade att dagens B2Bföretag behöver bli bättre på att använda sig av innehållsmarknadsföring som är intressant för just deras kunder, istället för att endast dela information kring företagets egna produkter och tjänster. Bra innehåll kan skapas med hjälp av exempelvis fallstudier, sociala medier och ett väl genomtänkt språk. Det visade sig även att B2B-företag med fördel kan använda sig av en mer personlig kommunikation mot sina kunder genom att exempelvis skriva om ämnen som skapar engagemang hos mottagaren och som företaget själva bryr sig om. / It’s difficult to say how a B2B web site should be designed to create efficiency, but this thesis investigates which guidelines exist as to what content can make a website more effective. There are many differences between B2C and B2B companies, and one of them is B2B companies' pursuit of a strong and longterm relationship with their customers. Using content marketing to create content that the company's customers find interesting therefore becomes important and effective for B2B companies. To investigate what B2B companies websites contain, a small visual content analysis was conducted. The survey showed that today's B2B companies need to be better at using content marketing that is interesting to their customers rather than sharing information about the company's own products and services. Good content can be created using case studies, social media and a wellthought- out language. It also showed that B2B companies can benefit from more personal communication with their customers by for example writing topics that the company cares about which create engagement with the recipient.

Bakgrund: Digitaliseringen har gett upphov till flertalet sociala medieplattformar för individer samt företag att kommunicera på, vilket kan ifrågasätta den traditionella marknadsföringen. Fintechbranschen är ett exempel på en bransch som tagit tillvara på de möjligheter som kommit med digitaliseringen. Tidigare forskning visar på att få B2B-företag använder sig av sociala medier i sin marknadsföring. Syfte: Syftet med denna studie är att undersöka och skapa förståelse för hur och varför sociala medier kan användas som marknadsföringskanal hos fintechbolag verksamma inom B2B samt undersöka sociala mediers betydelse för relationsmarknadsföring och kundengagemang. Metod: Arbetet har tillämpat en kvalitativ metod där semistrukturerade intervjuer med respondenter från fem olika fallföretag har genomförts. Studien kombinerar en induktiv samt deduktiv ansats. Slutsats: Studien visar att det finns flertalet incitament som talar för en användning av sociala medier inom B2B. En närvaro på sociala medier anses vara viktigt för B2B-företag. Det framgår att sociala medier är en lämplig kanal för företagens arbete med relationsmarknadsföring både gällande etablerandet samt upprätthållandet av kundrelationer. Sociala medier blir även betydelsefullt för företagens arbete med kundengagemang. Dock blir det tydligt att sociala medier ej ersätter den traditionella marknadsföringen utan de anses istället komplettera varandra. / Background: The digitalisation has given rise to multiple social media platforms which implies new ways for individuals as well as businesses to communicate on, which in turn questions the traditional way of marketing. Financial technology is an example of an industry which has taken advantage of the possibilities that are generated out of digitalization. Previous studies show that few B2B-businesses have adapted to the use of social media by incorporating it in their marketing strategies. Purpose: The purpose of this study is to investigate and create an understanding of how and why social media can be used as a marketing channel for fintech companies operating within B2B as well as research the importance of social media for relationship marketing and customer engagement. Methodology: The study has applied a qualitative method. Its data was obtained by semi structured interviews with respondents from five different companies. The study has a combination of an inductive and deductive approach. Conclusion: The study concludes that there are multiple incentives for a use of social media in a B2B-context. Being present on social media is assumed to be important for B2B-companies. Social media is a suitable channel for working with relationship marketing, both regarding maintaining as well as establishing customer relations. Furthermore, social media is shown to be important for businesses to work with customer engagement. However, it becomes clear that social media do not replace traditional marketing. Instead the two are considered to complement each other.

This thesis is concerned with a proposal of communication mix for the company Forst Agro s.r.o. It explains the most important terms and principles related to the current issues of marketing in the B2B segment. Furthermore, a detailed analysis of the current state of the company is made and also a specific proposal of new communication mix is created. This should lead to the fulfilment of defined goals.