This thesis is based on the basic informations of the company,the marketing situational analysis is broken down in the internal and external analysis using PEST analysis, analysis of product portfolio - the Boston Matrix, Porter's five forces model and SWOT analysis. There is a description of the current business developments and current status. This thesis describes the opportunities, skills and resources of the company. Further I have specified the basic mission and objectives, market segmentation,targeting and positioning. The conclusion contains the marketing strategies according to the product strategies in pricing, distribution strategy, promotion strategy and the strategy according to market trends.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:81321 |
| Date | January 2009 |
| Creators | Havlíková, Žaneta |
| Contributors | Hesková, Marie |
| 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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