Analýza a optimalizace procesu prodeje a odbytu ve firmě DEKTRADE a.s.

Abstract

This master thesis deals with the analysis and optimization of the sales process of a company. The analysis focuses on the competition in the building materials market. The introduction describes the company and its organization. The second part deals with the structure of the company's assortment in terms of the marketing mix. The third part characterizes and analyzes the competitors in the construction market. The final part compares the competitors. Based on the findings, solutions are proposed in order to strengthen the company´s position in its competitive enviroment.