Návrh marketingové strategie vybrané firmy
Loading...
Date
Authors
ORCID
Advisor
Referee
Mark
A
Journal Title
Journal ISSN
Volume Title
Publisher
Vysoké učení technické v Brně. Fakulta podnikatelská
Abstract
Diplomová práca sa zaoberá návrhom marketingovej stratégie vybranej spoločnosti. Návrh bol realizovaný na základe požiadavok start-up spoločnosti, ktorá sa zaoberá predovšetkým vývojom softvéru, chce expandovať do zahraničia a nemá žiadne skúsenosti s marketingom. V práci je prevedená externá aj interná analýza spoločnosti. Taktiež bola prevedená analýza kľúčových faktorov úspechu a analýza hlavných konkurentov. Interná analýza spoločnosti pozostáva zo 4 P marketingového mixu a SWOT analýzy. Posledná časť práce vyberá vhodnú stratégiu vstupu na zahraničný trh a detailne analyzuje návrhy pre marketingový mix spoločnosti. V práci je taktiež navrhnutý zjednodušený finančný plán. Na konci práce sú zhodnotené prínosy diplomovej práce pre vybranú spoločnosť.
The Master’s thesis deals with the proposal of the marketing strategy of the selected company. The proposal is a response to the requirements of the start-up company that is mainly involved in software development, wants to expand abroad, and has no marketing experience. In the work, the company's external and internal analysis is evaluated. There is also analysis of the key factors of success and the analysis of the main competitors. The company's internal analysis consists of a 4P marketing mix and a SWOT analysis. The last part of the thesis selects the appropriate strategy for entering the foreign market and analyses in detail the proposals for the marketing mix. A simplified financial plan for the company is also proposed. In the end, there is an evaluation of the benefits of a master's thesis for the company.
The Master’s thesis deals with the proposal of the marketing strategy of the selected company. The proposal is a response to the requirements of the start-up company that is mainly involved in software development, wants to expand abroad, and has no marketing experience. In the work, the company's external and internal analysis is evaluated. There is also analysis of the key factors of success and the analysis of the main competitors. The company's internal analysis consists of a 4P marketing mix and a SWOT analysis. The last part of the thesis selects the appropriate strategy for entering the foreign market and analyses in detail the proposals for the marketing mix. A simplified financial plan for the company is also proposed. In the end, there is an evaluation of the benefits of a master's thesis for the company.
Description
Citation
KRULJACOVÁ, A. Návrh marketingové strategie vybrané firmy [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2017.
Document type
Document version
Date of access to the full text
Language of document
en
Study field
European Business and Finance
Comittee
prof. Ing. et Ing. Stanislav Škapa, Ph.D. (předseda)
prof. Ing. Tomáš Meluzín, Ph.D. (místopředseda)
doc. Ing. Vít Chlebovský, Ph.D. (člen)
doc. Ing. Radek Doskočil, Ph.D., MSc (člen)
Ing. Lenka Smolíková, Ph.D. (člen)
Date of acceptance
2017-09-14
Defence
Opponent’s question: answered
Leader's question: answered
doc. Ing. et Ing. Stanislav Škapa, Ph.D. - question no. - In the table 4, are the investors from private sector?
Result of defence
práce byla úspěšně obhájena
Document licence
Přístup k plnému textu prostřednictvím internetu byl licenční smlouvou omezen na dobu 3 roku/let