Analýza marketingové strategie firmy

Abstract

This bachelor thesis deals with the problematics of strategic planning and enviromnent analysis of a compnay XY, s.r.o. Main aim of the work is to carry out analysis of strategic environment. This work is divided into two parts, theoretical and practical. Theoretical part describes the process of strategic planning, analysis of company’s surroundings, marketing planning and types of marketing strategies. In the practical part were applied these analysis, PEST and SWOT. The analysis of internal and external environment of organization XY, s.r.o. discovered that the company is not creating a marketing plan. Based on the analysis outcome I recommended suitable marketing strategy. Next I suggested several variant of mission, which the organization has not created yet.