This diploma thesis is focused on the analysis of marketing strategies. The aim of the thesis was to analyse and evaluate the current marketing strategies in the company Spojené kartáčovny, PLC, and, on the basis of this analysis, to put forward possible changes of the current state. The theoretical part has been made on the basis of the information gained from the scientific literature dealing with marketing, marketing mix, strategic marketing and systemization of the particular marketing strategies. In the practical part, there is summarised basic information about the company such as the history, development of the logo, structure of the employees or the organizational structure etc. The introductory part is followed by the analyses themselves, the suggestion of the possible changes and the project study on the e-shop and web pages. These analyses include the analysis of the marketing mix, Porter?s analysis of five driving forces, SWOT analysis and creation of the business model.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:156530 |
| Date | January 2013 |
| Creators | ŠKRLETOVÁ, Hana |
| 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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