Marketingová podpora prodeje ve společnosti Strojírny a stavby Třinec, a.s.

Abstract

The subject of dissertation "Marketing sales support in company Strojírny a stavby Třinec, a.s." is draft of business strategy for the introduction of a new product into industrial market. In the theoretical part, the basic concepts of marketing strategy and marketing communication mix are defined. Further in the dissertation the B2B market environment is characterised and difference between consumer and industrial market is mentioned. Second, the practical part is devoted to current description of marketing in company Strojírny a stavby Třinec, a.s. as well as product characteristics entering the market. Than a strategy is recommended which company should use in order to succeed in the market.