Marketing Strategy

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PROPOSAL OF A MARKETING STRATEGY

Annotation

The subject of this diploma thesis is a proposal of a marketing strategy for a particular company. Scientific information on marketing process of segmentation, targetin and positioning based on different opinions in marketing theory and practice is presented within it as well as various kinds of situation and environment analysis. Furthermore, facts on CRM approach are submitted together with evaluation of suggested strategies. In the practical part the work uses information for internal and external environment research of a company and ciritical evaluation of current situation. The proposal of a marketing strategy is thereinafter set upon this basis. At the end of this work the proposal is assessed according to economic criteria.

Keywords

Marketing strategy, STP process, SWOT analysis, PEST analysis, Balanced Scorecard, Porter´s analysis Five forces, GE matrix, marketing program development, CRM, marketing concept, B2B environment

Declaration/Prohlášení

I declare to have worked on the whole thesis Proposal of a marketing strategy on my own under a supervision of Ing. Klára Kašparová and to have listed in it all literal and other scientific resources in accordance with legal regulations, internal regulations of Masaryk University and internal acts of management of Masaryk University and Faculty of Economics and Administration.

Prohlašuji, že jsem diplomovou práci Návrh marketingové strategie vypracovala samostatně pod vedením Ing. Kláry Kašparové a uvedla v ní všechny použité literární a jiné odborné zdroje v souladu s právními předpisy, vnitřními předpisy Masarykovy univerzity a vnitřními akty řízení Masarykovy univerzity a Ekonomicko-správní fakulty MU.

Brno, 27th June 2008
V Brně dne 27. června 2008

Author´s signature/ vlastnoruční podpis autora

Acknowledgements/ Poděkování

I would like to thank Ing. Klara Kasparova for her kind and helpful supervising and granted professional suggestions and advice thanks to which this diploma thesis could get its shape. In addition, I would like to thank company STYL 2000, spol. s r.o. for consultations and provided information. Many thanks also belong to my dear friend Catherine L. Zatloukalová who patiently checked my English in this work and to all people from my family circle who supported me during the whole process of creating this thesis.

Na tomto místě bych ráda poděkovala Ing. Kláře Kašparové za cenné připomínky a odborné rady, kterými přispěla k vypracování této diplomové práce. Dále děkuji společnosti STYL 2000, spol. s r.o. za poskytnuté informace a konzultace. Velké díky rovněž patří mé kamarádce Catherine L. Zatloukalové, která trpělivě opravovala mou angličtinu v textu a lidem z mého rodinného kruhu, jež mne podporovali během psaní této práce.

INTRODUCTION7

1 MARKETING FUNCTION IN A COMPANY8

2 CONTEMPORARY BUSINESS ENVIRONMENT10

2.1 Marketing Concept10
2.2 B2B Environment – Organisational Behaviour11

3 MARKETING STRATEGY14

3.1 Situation Analysis16
3.1.1 Marketing Analysis Tools17
PEST analysis17
SWOT analysis17
Porter´s Analysis of Five Forces18
Balanced Scorecard19
BCG (Boston Consulting Group) Matrix20
GE Matrix20
Shell Directional Policy Matrix21
3.1.2 Market Segmentation22
3.2 Strategy Development24
3.2.1 Targeting27
3.3 Marketing Program Development28
3.3.1 Positioning28
3.3.2 Product28
3.3.3 Price29
Cost-plus pricing29
Break-even analysis29
Value-based pricing29
3.3.4 Place30
3.3.5 Promotion31
3.4 Implementation32

4 CUSTOMER RELATIONSHIP MANAGEMENT33

4.1 General Description33
4.2 Up-to-date Position34
4.3 Benefits and risks of CRM35

5 EVALUATION OF A STRATEGY38

5.1 Qualitative Analysis38
5.2 Quantitative Analysis38

6 DESCRIPTION OF THE...
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