The goal of this thesis is to perform situational analysis of Czech Dermatological Center, l. t. d., and to design marketing strategy mainly for third and the fourth quarter of 2016, which will lead to increase in competitiveness and market share in the Czech market. To achieve this objective quantitative method of questionnaire survey has been used for mapping satisfaction of customers with the marketing mix of the company. In addition we also did clinical studies to verify the hydratation effects of the thermal Uriage water. Within the situational analysis, the external and internal analysis was performed. The results of this analysis were summarized by IE matrix and the company's strategic position was designated. After the appropriate marketing strategy was suggested, that is focused on increasing of competiveness and also on increasing of market share of Czech dermatological centers, l. t. d., in the Czech market. The main recommendations are primarily - optimalization of the product portfolio, intensification of sales promotion, development of interactive communication and use of printed advertising.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:203805 |
| Date | January 2015 |
| Creators | Janásková, Michaela |
| Contributors | Lešetický, Ondřej, Hamerník, Radek |
| 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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