Marketing Strategy

PROPOSAL OF A MARKETING STRATEGY

Annotation

The subject of this diploma thesis is a proposal of a marketing strategy for a particular company. Scientific information on marketing process of segmentation, targetin and positioning based on different opinions in marketing theory and practice is presented within it as well as various kinds of situation and environment analysis. Furthermore, facts on CRM approach are submitted together with evaluation of suggested strategies. In the practical part the work uses information for internal and external environment research of a company and ciritical evaluation of current situation. The proposal of a marketing strategy is thereinafter set upon this basis. At the end of this work the proposal is assessed according to economic criteria.

Keywords

Marketing strategy, STP process, SWOT analysis, PEST analysis, Balanced Scorecard, Porter´s analysis Five forces, GE matrix, marketing program development, CRM, marketing concept, B2B environment

Declaration/Prohlášení

I declare to have worked on the whole thesis Proposal of a marketing strategy on my own under a supervision of Ing. Klára Kašparová and to have listed in it all literal and other scientific resources in accordance with legal regulations, internal regulations of Masaryk University and internal acts of management of Masaryk University and Faculty of Economics and Administration.

Prohlašuji, že jsem diplomovou práci Návrh marketingové strategie vypracovala samostatně pod vedením Ing. Kláry Kašparové a uvedla v ní všechny použité literární a jiné odborné zdroje v souladu s právními předpisy, vnitřními předpisy Masarykovy univerzity a vnitřními akty řízení Masarykovy univerzity a Ekonomicko-správní fakulty MU.

Brno, 27th June 2008
V Brně dne 27. června 2008

Author´s signature/ vlastnoruční podpis autora

Cited: [21] Grant, R.M. Contemporary Strategy Analysis: Concepts, Techniques, Applications, 2002, p.4 [22] Kotler, P [25] Kumar, V., Aaker, D. A. and Day, G. S. Essentials of marketing research. 2002, p. 7 [26] This shortcut is used for „product life cycle“. [32] Kotler, P. Principles of Marketing. 2005, p.73 [33] Kotler, P [34] Kotler, P. Principles of Marketing. 2005, p.9 [35] Kotler, P [36] De Pelsmacker, P., Geuens, M. and Van de Bergh, J. Marketingová komunikace, 2003, p. 402 [37] Kotler, P [38] Kotler, P. Principles of Marketing. 2005, pp. 32-33 [39] Buttle, F [42] Peppers, D., Rogers, M. A new marketing paradigm: share of a customer, not market share, 1995, pp. 14-18 [43] Buttle, F [44] McGarry Understanding the strategic value of customer relationship management, 2006, p. 72 [45] CRM Barometer – 2006, p [48] Rinelli, C. Western European Retail/Wholesale, IT Solutions Adoption and Investments: An IDC Survey, 2004, p. 33-34 [49] CRM Barometer – 2005, p [50] Buttle, F. Customer Relationship Management. 2004, p. 77 [51] This suggestion result from above mentioned Capgemini 2006 survey.