Výběr cílových segmentů na trhu stavebního materiálu

Abstract

The aim of this thesis was to classify the customers of the company Ostravská težební, a.s. by the ABC method, to find how are the individual segments contributing to the whole performance of the company and to design the specific processes and recommendations. Segmentation was done by Pareto analysis namely by the contribution of the customers on the turnover of the company and the frequency of the contracts. Based on these analyses the propositions and recommendations were formulated for the individual market segments. The analysis of the relationship between the researched variables was also the part of this thesis, namely the relationship between the turnover and the frequency of the shopping and secondly on the turnover and the size of the company from the point of the number of customers.