Využití strategického marketingu v oblasti zbrojního průmyslu v souvislosti s bezpečnostními požadavky

Abstract

The presented bachelor thesis deals with the use of strategic marketing in the context of the arms industry in relation to security requirements. It covers the issues of strategic marketing and its relationship to the strategic management of the organisation. It also focuses on security technical requirements, with particular emphasis on key international and national standardisation documents and legislative frameworks affecting this area. It concludes with SWOT analyses of key market segments of the arms industry, such as infantry fighting vehicles and unmanned aerial vehicles. The results provide an overview of the impact of strategic marketing in sectors subject to strict regulations and technological standards.