Analýza online marketingové komunikace podniku na trhu průmyslových armatur

Abstract

This diploma thesis is focused on using AHP method in analysis of online marketing communication of the investigated company MSA, which is compared to the five largest competitors in the industrial valves market. This is achieved primarily through the use of the observation method, where data from websites and social networks are recorded. Subsequently, data from directors, managers and marketing and sales department staff on this particular market was collected through a survey. These data provide the basis for applying the AHP method to the values found through observation method. Research has revealed that there are large differences in the use of online marketing communication. The main communication tool in this market is personal selling and other tools can be considered as a complementary. However, if the company is solving the issue of the importance of other communication tools, online marketing communication is the second most important. This research shows that the three most important elements of online marketing communication are management contacts, informations about company and Google’s top position. Investigated company MSA achieved best score in analysis, despite findings such as the non-use of Google’s top position through PPC, the absence of a Twitter microblog and an insufficient update of the web news and events section. The result of this thesis allows a companies to understand the benefits of this type of communication, and at least deviate from established practices that are important to personal selling in this market.