Identifikace cílové skupiny zákazníků kosmetické společnosti a návrh strategie

Abstract

The aim of this diploma thesis is to identify the target group of customers of the cosmetic company XYZ and to propose strategies to achieve the set goals. The thesis is divided into two main parts. The first part focuses on the theoretical and methodological background of the strategic analysis, then the company XYZ is introduced by the author and in the second part all the described methods are gradually applied to the company XYZ. The methods used in the strategic analysis are PESTLE, M.Porter's five forces model, ABC analysis, VRIO including financial analysis, Spider analysis and SWOT analysis. To identify the target group, marketing research was carried out, the methodology and results of which are also part of this thesis. Using the synthesis of all the findings obtained from the whole analytical part, the business strategy of XYZ company as well as four functional strategies are subsequently formulated.