Master thesis Marketing strategy of selected enterprise is engaged in optimizing the marketing campaign for the launch of the product on the market. Document Scanner DR-C240, which introduces Canon at the B2B market, due to changes in legislations, targeting the sale of the state administration and the executive. The theoretical part defines basic themes and concepts that are the introduction of a product on the market and marketing strategies linked. In the practical part there is analysis of the marketing mix of product, PEST analysis, Porter's model, evaluation of existing strategies, information from an interview with an Canon employee and also financial data analysis. All this is used to formulate recommendations for optimizing marketing campaigns. The author also formulates specific recommendations on product and communication level to the selected entity to help overcome a sluggish performance in recent years and has helped in increasing sales.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:256777 |
| Date | January 2016 |
| Creators | Jedličková, Zuzana |
| Contributors | Vokáčová, Lucie, Pavel, Pavel |
| Publisher | Česká zemědělská univerzita 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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