Marketingový plán pro firmu drobné kovovýroby

Abstract

The bachelor thesis is dealing with the issue of the marketing plan creation for the company VKR-abrasive s.r.o., which is expanding its services. The theoretical work describes the starting points of the marketing plan and their importance for the success of a small company. Based on the knowledge of the structure and phases of the marketing plan, situational analysis of market is performed. From the situational analysis, the marketing plan is designed together with the design of action programs and strategies, with emphasis on differentiation from competition and subsequent control of the fulfillment of the marketing plan. The process of implementing the marketing plan is illustrated by the Gantt diagram.