The goal of the diploma thesis is to compare marketing of medical technology producing company in the European and Chinese market. After the theoretical part that is describing tools used to analyze micro and macro environment, the practical part of this thesis focuses on the introduction of the analysed company and the introduction of the Chinese and Hong Kong medical equipment markets as two distinct markets. The main emphasis of this work is to evaluate the strengths and weaknesses of the company, opportunities and threats of all the three markets and their subsequent joint evaluation. The resulting strategies on the respective markets are commented in this thesis and compared with reality. In the final chapter, the thesis presents recommendations to change the marketing strategy in the Chinese and Hong Kong market.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193915 |
| Date | January 2014 |
| Creators | Sunega, Peter |
| Contributors | Lhotáková, Markéta, Martiš, Ivan |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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