Analýza trhu, návrh marketingové strategie a marketingový mix pro účely zpracování studie proveditelnosti projektu „Přestavba lokální telekomunikační sítě“

Abstract

At this work is carried out market analysis, suggested marketing strategy and marketing mix for purposes of processing feasibility study into the project „Reconstruction of local telecommunication network“. The first part of the work deal with characteristics of PODA Inc. and planned project of reconstruction of local telecommunication network, is here compared existing technology and optical network technology. In next part of the work is carried out market analysis, analysis of internal and external company enviroment, including SWOT analysis, and of purchasing enviroment. It is proposed marketing strategy and marketing mix. In conclusion, this work is carried out summary of the results and designed marketing procedure to PODA Inc. in the implementation of reconstruction of local telecommunication network.