The main aim of this graduation thesis is a proposal of future marketing strategy for a particular micro-enterprise based on its strategic analysis. Micro-enterprise is specialty retailer in field of cell phones and accessories. In theoretical part (two chapters) are firstly defined small and middle entrepreneurs and specified their importance. The second chapter describes strategic marketing, marketing mix and useful methods for marketing analysis. Introduction to practical part is third chapter describing history of mobile communication, current cell phone market and incoming progress. The fourth chapter introduces the analyzed company. In chapters five and six is conducted situational analysis and an overview of the current marketing mix. The seventh chapter is based on results of the previous chapters. It contains suggestions and recommendations for marketing mix strategy of the company.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:73641 |
| Date | January 2010 |
| Creators | Kamený, Štěpán |
| Contributors | Cejthamr, Václav, Vrbová, Lucie |
| 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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