Optimalizace interní obchodní sítě podniku v kontextu současné ekonomické situace

Abstract

The aim of this diploma thesis is to analyze measures, which were undertaken during the first wave of coronavirus epidemic and then recommend optimization of this measures. Purpose of this measures was to motivate members of internal sales team to fulfill business goals. Thesis contains introduction of the company in which the topic of the thesis is processed, then continues to the chapter of theoretical background. This chapter is dedicated to marketing research, change management and corporate communication. Practical part of the thesis is dedicated to analyzing current state in the company and analysis of taken measures, then continues with marketing research, his preparation, execution, analysis of acquired data and then research hypotheses are evaluated. The suggestions for optimization are based on results of marketing research and from the analysis of the current situation.