Návrh marketingové strategie pro zavedení nového softwarového produktu na B2B trhu

Abstract

The diploma thesis deals with the marketing strategy design for new software product launch on the B2B market. The aim of the work is to choose the appropriate marketing strategies and correctly set up the elements of the marketing mix to successfully launch and commercialise the software. The work is divided into theoretical and practical parts. The first part presents the theoretical backgrounds of the marketing strategy, characteristics of the product and the company, including its history. It also includes a marketing situational analysis. The practical part consists of a methodology of data collection and the analysis of research results. The data were collected using an electronic online questionnaire. Based on the results of the analysis, a marketing strategy design for new software product launch is proposed. The conclusion summarises the progress of the work, the key insights and the individual strategies chosen.