Marketingová strategie pro stranici technické kontroly

Abstract

The thesis focuses on proposing a marketing strategy for a technical inspection station. The theoretical part explores concepts of marketing strategy and the marketing mix, emphasizing analytical methods including PEST analysis, Porter's Five Forces model, and SWOT analysis. The practical section begins with a characterization of the cooperating company. Subsequently, macro-environmental, competitive, and internal analyses of the company are conducted, critical for understanding the current situation and determining the optimal strategy. Drawing on analysis findings and utilizing the marketing mix, a specific marketing strategy is proposed, targeting service, pricing, placement, and communication factors. Opportunities and risks associated with the proposed strategy are identified in the conclusion. The thesis provides a comprehensive view of the process of designing and marketing strategy in a specific business environment, offering practical insights for managing marketing activities in a technical inspection station.