Návrh marketingového mixu pro uvedení nové léčebné látky na trh

Abstract

The aim of the bachelor thesis was to find out the weakness of marketing mix and propose changes to improve the marketing strategy of the company. The company is a manufacturer and developer of medicinal substances used to produce medicinal products. Elements of the marketing mix, the history of the pharmaceutical industry, its characteristics and the characteristics of analgesics and some examples of products with analgesic effects were described. The bachelor thesis also includes a practical part with a questionnaire. The results obtained from the questionnaire survey were processed and evaluated. Thanks to these results, changes were recommended to improve individual elements of marketing and the marketing strategy of the entire company.