The object of the diploma work is strategic marketing of a selected company. The objective consists in elaboration of the project study, by another name in suggesting the marketing strategy. The diploma work consists of the theoretical and practical part. The theoretical part includes the explanation of terms like strategy and strategic management. Then it follows the progression of strategic marketing process, which includes the planning, realization and control phase. In the phase of planing, it introduces methods of environmental analysis and its evaluation as a part of making strategic decision. The practical part includes the description of Mountfield Company Ltd. and environmental analysis, which conclusion is SWOT analysis. The position in the GE and BCG matrix is described below. On these fact there is the marketing strategy created.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:47173 |
| Date | January 2007 |
| Creators | BLAŽEK, Pavel |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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