The goal of the thesis is to prepare functional strategies of company patterned on external and internal analysis. Other purpose is to identify and to analyse relation with other strategies, to define comparation effect for costumer and for organization and to elaborate financial goals of company. The analytical part is consisted of the chosen analysis, it identifies the sources, the key competencies and the competetive position. The strategic part is formed by identification of strategic position of the company, by choice of strategy and its work out towards functional strategies. Its parts are outputs of marketing research and marketing strategy. The marketing strategy defines a costumer, formulates marketing mix and marketing communication. The financial plan is created with the link on functional strategies. Finally, there is evaluation of the effect and risk of strategical decision.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:192767 |
| Date | January 2013 |
| Creators | Dušek, Pavel |
| Contributors | Kovář, František, Martínek, Jan |
| 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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