Analýza distribuce na trhu topenářské techniky

Abstract

I have chosen the Analysis of Distribution in the Heating Equipment Market company VIADRUS a. s. as a topic of my diploma thesis. The aim of this work was to analyze the current situation of the company in the distribution market of heating equipment in the Czech Republic and to find new suitable solutions to improve a market position. In the first part the characteristics of the company VIADRUS are mentioned, followed by the analysis of both the external macro-environment and the micro-enviroment of the company, the association of companies of heating equipment and swot analysis. Theoretical part describes the concept of distribution, the types of distribution channels and intermediaries and the types of strategies. This chapter also includes factors that affect the choice of distribution channels as well as the motivation and the cooperation of the company with distribution intermediaries. Practical part of the work contains research methodology like data acquisition, and it is followed by data analysis and evaluation of the current situation of the company on the Czech distribution market. Acquired data is analyzed in the following chapter. Based on this analysis, several recommendations and proposals are created, which will lead to improvements to the company's position on the Czech market and to increase sales volume. The proposals as stronger motivation regarding job performance of trade representatives or greater emphasis on cooperation with distribution intermediaries via corporate days and financial evaluation will be found in this chapter. Another recommendation focuses on the advertisement in the magazine, the cooperation with educational institutions or the opening of an E-shop and the direct selling business.