Analýza návštěvnosti webu společnosti na trhu s klimatizacemi

Abstract

The content of this bachelor thesis is an analysis of the effectiveness of implementating a new website, comparing new website to the original website in defined time period and an analysis of CLIMART s.r.o. marketing activities focusing mainly on the B2B market. In the theoretical part of this thesis are explained the lessons from the field of online marketing, the B2B market and the differences between the end-user market (B2C market) and the market of organizations (B2B market). Next takes closer look at CLIMART s.r.o. and describes the marketing environment of the company divided into three categories – micro-environment, mid-environment and macro-environment. The micro-environment also describes the company's marketing mix. The mid-environment is explained by Porter's analysis of five competing forces. In order for the company to succeed in the market, it is important to separate itself from the competition by the offered goods and the accompanying services. The online observation method was used, which concerns the next chapter – research methodology. Next is practical part which is devoted to the traffic analysis itself, which analyzes the results of the research. Research has shown that creating new responsive design websites has been effective as traffic has risen, and the number of visitors who have used mobile devices to visit the site has increased. The next chapter deals with suggestions and recommendations that deal with the issue. The final chapter of the thesis summarizes the results of the research.