Marketingová strategie sítě lékáren

Abstract

The aim of my diploma work was to practise a marketing analysis of customer environment on the pharmaceuticals market and propose specific references to create the effective marketing strategy. The diploma work is divided into several chapters. In the first chapter I described a marketing abstractedly, satisfaction of the customers, what is a strategy and I explained a conception strategy of marketing. I considered by abstractedly explanation of marketing research and questioning too. In the second chapter I dealt with characteristic of the selected company and it is chemist Dr. Max.

The third part is practical. In the first half I attend to pharmaceutical market generally, for example history of pharmaceutical service, pharmacy in the world, development of the chemists in Czech Republic etc. In the second half I practiced the marketing analysis of the chemist Dr. Max in Krnov by help of the method QFD, which aim is to find out demands on a customer service in the chemist and theirs importance. I discovered thanks the customers if the chemist can improve anything in its activity and in which spheres. Forth chapter is about a recommendation to efficient marketing strategy, which is built around the pillars of performed research. I realized my diploma work on the bases of my own practice in a pharmaceutical company. I took advantage of my knowledge from practice and thanks helping of employees of the chemist Dr. Max in Krnov.