Návrh na zvýšení efektivity obchodního procesu u vybraného tržního segmentu ve společnosti dodávající automatizační řešení

Abstract

This diploma thesis analyzes the efficiency of the sales process of an international technology company within a specific B2B segment of industrial automation. The aim is to identify shortcomings and propose measures to increase competitiveness. The work is based on theoretical concepts of B2B marketing and sales. Analysis of the current state revealed key weaknesses: the absence of strong strategic marketing, a reactive and product-oriented sales model, and insufficient team skills in value selling and understanding customer needs. The proposed solutions include strengthening strategic marketing management, transitioning to a proactive business model focused on value creation and early engagement in the buying cycle, optimizing the bidding process, and differentiating sales roles for better strategic account management and acquisition. The goal of the transformation is to increase the efficiency of sales processes and strengthen the company's market position.