The aim of this dissertation was firstly to review and analyze an effectiveness of a current marketing strategy within the selected company FCD s.r.o. in Kosmonosy by Mladá Boleslav and secondly to try to find and suggest an own solution in order to improve the marketing area. The company runs a business in very specific area of car diagnostic consulting. In the first part of this work you can find an analyses of the current stage of marketing activities. The company which entered the market in 2005 has already gained the respect of many respected authorities for its quality and wide range of provided services. The strenghts of the company are by my opinion primarily in very good functioning, interesting vision and clever strategy of the company. Very good example of all this is functioning of the FCD s.r.o.` s portal which is by my personal view perfectly timed. On the other hand I find the level of the marketing activities (and marketing functioning at all) as very unsatisfying, mostly due to a lack of marketing planning. It is also quite obvious that the company has very big reserves in marketing research and uses a wrong horizontal communication within the company. As far as a second part of the project is concerned there has been suggested an own alternative way of handling the marketing activities. There have been suggested some changes in following areas: 1. It is an absolute necessity to elaborate a marketing plan of the company 2. It is necessary to name a person who will be in charge of the marketing activities of the company 3. To improve marketing information system (starting from more effective data collection) 4. To improve horizontal communication within the company 5. To improve company{\crq} s Intranet and it{\crq} s usage by individual employees in order to expand an awareness of marketing and marketing activities across the whole company
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:47546 |
| Date | January 2007 |
| Creators | KUBÍK, Ondřej |
| 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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