In my thesis I focus on the in-store marketing from the perspective of the supplier. In the methodological section, I will describe a brief history of this form of advertising, how it developed and where it is going. Because we are in the B2B segment I will subscribe the marketing mix and compare it with the B2C segment. I will introduce the technological tools that are used in this field of business, procedures for the preparation of funds, cooperation with clients, production processes. I will observe the new trends in the present and introduce what to expect in the future. The practical part will present the company Willson & Brown, which has been for many years active in the in - store marketing business designer, manufacturer and supplier of POS materials. I will describe the company's products, technologies that are used in the production. Using the SWOT analysis, I will find out what the strengths and weaknesses of the firm are and what are the opportunities and threats that can challenge the company. I will usea research that was conducted among clients at European level and I will evaluate it. Using the SWOT analysis and the results from the research I will recommend a solution that can help the company grown and possibly lead the European POS market.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:73851 |
| Date | January 2010 |
| Creators | Süll, Szilvia |
| Contributors | Zamazalová, Marcela, Vávra, Oldřich |
| 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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