This master thesis deals with marketing strategy of Ferrum Plzen, s.r.o. Based on marketing analyses and questionnaire method, the aim of this thesis is to create a proposal for improvement of marketing strategy of this company. The theoretical part explains the term marketing, marketing analysis, and marketing research. The practical part is divided into two chapters. The first chapter includes the introduction of the company itself and own evaluation of SWOT analysis, marketing mix analysis, and competitor analysis. The second chapter describes findings of the questionnaire research which is focused on small consumers in Klatovy region. Finally, proposals and recommendations regarding position of the company on the market, current relations with customers and ideas how to raise awareness of the company are presented in the last part of the thesis.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:359545 |
| Date | January 2017 |
| Creators | Králová, Eliška |
| Contributors | Postler, Milan, Mikeš, Jiří |
| 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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