Návrh strategie pro firmu El-Cigarety
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Vysoká škola báňská – Technická univerzita Ostrava
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Abstract
The subject of this bachelor thesis is a proposal of a marketing strategy for an electronic cigarette retailer.
PEST analysis, SPACE and SWOT analyses, Porter´s analysis Five forces and Impact analysis are elaborated within this paper.
Based on the SPACE analysis, company EL-cigarety reached the quadrant assigned to the conservative position. This company can be found on low growing market, but at the same time it is financially strong.
Therefore, the company should allocate their resources to new investment projects, and to take care of their current products and customers.
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Marketing strategy, strategic management, PEST analysis, Porter´s analysis Five forces, SPACE analysis, SWOT analysis