Analýza marketingového mixu společnosti na B2B trhu

Abstract

This bachelor’s thesis deals with the analysis of the marketing mix of the company Murexin s.r.o., which operates on the Czech B2B market in the field of construction chemicals. The aim of the thesis is to assess how the company applies the individual components of the marketing mix – product, price, distribution, and promotion – and how these activities are perceived by its business customers. Attention is paid to the specifics of the B2B market, where quality, technical parameters, expertise, and long-term business relationships play a key role. The theoretical part defines the basic concepts of the marketing mix and characterizes its individual tools in the context of business-to-business relations. The practical part focuses on the presentation of Murexin s.r.o. and on the research survey aimed at evaluating the customers’ perspective on the company's marketing activities. A questionnaire survey was used as the method for data collection, and its results serve as a basis for proposing specific recommendations. The thesis provides an evaluation of the current state of the company’s marketing mix and suggests possible measures to increase its effectiveness. The findings may be used as a basis for improving the company’s marketing activities in the B2B environment.