This thesis deals with the marketing strategy of the company HPhobby s.r.o., which is realising its activities only through the online store www.hphobby.cz. The aim is to analyze the company and its competitors and apply this data to marketing strategy focused on Internet marketing tools. The first chapter deals with the analysis of the company and its competitors, for this chapter the SWOT, PEST analysis and BCG matrix are used. The second chapter concerns the segmentation of the consumer, for this MML-TGI ČR data, Czech statistical office data, questionnaire and internal company data are used. The third chapter deals with the marketing strategy, where I define marketing objectives of the company. Another part of this chapter deals with the marketing mix, including budget, monitoring and evaluation of the company.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113428 |
| Date | January 2011 |
| Creators | Tegzová, Milena |
| Contributors | Koudelka, Jan, Stříteský, Václav |
| Publisher | Vysoká škola ekonomická v Praze |
| 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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