Návrh stratégie marketingovej komunikácie pre zvýšenie povedomia o systéme strojového videnia na B2B trhu

Abstract

This bachelor’s thesis focuses on the marketing communication of machine vision systems in the B2B market and the design of a strategy to increase market awareness of these systems. Despite the undeniable benefits of these technologies, many companies face a lack of information regarding their practical applications and return on investment. The main objective of this thesis is to propose an effective communication strategy for the ELVAC Vision product from ELVAC a.s. In the practical section, a questionnaire survey was conducted through face-to-face interviews with customers. The collected data was processed in MS Excel and subsequently used as a basis for formulating specific recommendations and communication solutions aimed at strengthening the brand’s market position.