The submitted diploma thesis deals with the problematics of marketing strategy creation for a particular selected furniture company. The work is divided into theoretical and practical part. The theoretical part defines the basic concepts related to marketing. A history and current trends in the field of marketing strategy creation and marketing in general are also described here. The data are taken from the scientific literature dealing with the given problematics. Information obtained from the theoretical part is used in the practical part of the work. It mainly contains a comprehensive analysis of the enterprise, including SWOT analysis, PEST analysis, and financial analysis. Individual components of the marketing mix are also evaluated here. A setting of marketing objectives especially and a strategy proposal for the company is the subject of the practical part. An emphasis is put on the tools of online marketing primarly. The aim of the work is to create an effective marketing strategy that is beneficial for the company.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:430895 |
| Date | January 2017 |
| Creators | Bařinová, Anna |
| 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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