Marketingová strategie výrobního podniku

Abstract

The thesis focuses on analysis of the marketing strategy of a manufacturing company. Thesis analyses the company from the external and internal point of view and looks for weaknesses, strengths, potential threats and opportunities of the company. The thesis uses several different analysis to reach the result, which is to shape the marketing strategy of the company. Some of the analysis conducted are questionnaire survey, benchmarking, PEST analysis, Porter's analysis and finally SWOT analysis. The result of the thesis is a proposed marketing strategy formulating product preferences, company positioning and recommendations within the marketing mix.