Úloha marketingových nástrojů při transformaci výrobní činnosti podniku

Abstract

The aim of this thesis is, firstly, to analyze the market and its environment. Secondly to analyze all crucial elements of the industrial process, and finally to elaborate possible solutions and strategic recommendations based on this analysis and oriented towards the market. The analysis is prepared especially for VOP GROUP Ltd. The thesis is divided into a theoretical and a practical part. In the theoretical part I especially state the basic terms, such as marketing, marketing mix or marketing strategy. What is more, I also deal with marketing planning, marketing environment and with portfolio-analysis methods. The practical part of the thesis focuses, as I stated above, on VOP GROUP Ltd., for which I elaborated a SWOT analysis and a GE matrix. These analyses are then interpreted to create the final solution for the company.