Cílem této práce je vytvoření marketingové B2B strategie pro moldavský podnik speciali-zující se na certifikaci zboží a služeb, kontrolu kvality, inspekci a testování. I přes poměrně úzký záběr tohoto podnikání na moldavském trhu stále existuje konkurence a proto musí mít podnik efektivní strategii orientovanou na zákazníka. Teoretická část této práce identif-ikuje hlavní odlišnosti mezi B2B a B2C trhy. Identifikuje také konkrétní oblasti, na které je potřeba se při tvorbě efektivní marketingové strategie zaměřit. Druhá část obsahuje analýzu současných aktivit podniku i situaci na trhu. Třetí část navrhuje novou marketingovou strategii, která zahrnuje segmentaci, positioning a nezbytnou modifikaci marketingového mixu.
Anotace v angličtině
The aim of this project is creating B2B marketing strategy for a Moldavian company that works in domain of certification, quality control, inspection and testing. Although the field of activity is quite narrow and specific, competition on Moldavian market still exists and in order to be successful company needs more effective, costumer oriented strategy.
The theoretical part describes main differences of B2B and B2C markets and particular features, on which a B2B service company needs to focus on in order to develop an effective marketing strategy. Second part contains analysis of current company's activities and situation on the market. Third part suggests new marketing strategy, including segmentation, positioning and necessary modifications in marketing mix.
Cílem této práce je vytvoření marketingové B2B strategie pro moldavský podnik speciali-zující se na certifikaci zboží a služeb, kontrolu kvality, inspekci a testování. I přes poměrně úzký záběr tohoto podnikání na moldavském trhu stále existuje konkurence a proto musí mít podnik efektivní strategii orientovanou na zákazníka. Teoretická část této práce identif-ikuje hlavní odlišnosti mezi B2B a B2C trhy. Identifikuje také konkrétní oblasti, na které je potřeba se při tvorbě efektivní marketingové strategie zaměřit. Druhá část obsahuje analýzu současných aktivit podniku i situaci na trhu. Třetí část navrhuje novou marketingovou strategii, která zahrnuje segmentaci, positioning a nezbytnou modifikaci marketingového mixu.
Anotace v angličtině
The aim of this project is creating B2B marketing strategy for a Moldavian company that works in domain of certification, quality control, inspection and testing. Although the field of activity is quite narrow and specific, competition on Moldavian market still exists and in order to be successful company needs more effective, costumer oriented strategy.
The theoretical part describes main differences of B2B and B2C markets and particular features, on which a B2B service company needs to focus on in order to develop an effective marketing strategy. Second part contains analysis of current company's activities and situation on the market. Third part suggests new marketing strategy, including segmentation, positioning and necessary modifications in marketing mix.
Introduction
Define the objectives and the application methods used in the Master thesis.
Theoretical part
Compile the theoretical information about B2B marketing strategy building principles.
Practical part
Analyze current marketing activities of the chosen company.
Prepare the project of a B2B marketing strategy for the company.
Submit prepared project to risk and cost analysis.
Conclusion
Zásady pro vypracování
Introduction
Define the objectives and the application methods used in the Master thesis.
Theoretical part
Compile the theoretical information about B2B marketing strategy building principles.
Practical part
Analyze current marketing activities of the chosen company.
Prepare the project of a B2B marketing strategy for the company.
Submit prepared project to risk and cost analysis.
Conclusion
Seznam doporučené literatury
BLANEY, Bill. B2B A to Z: marketing tools and strategies that generate leads for your Business-to-Business company. Denham Springs, Louisiana: Denham Publishing, c2013, 231 p. ISBN 978-0-9884977-0-2.
ELLIS, Nick. Business to business marketing: relationships, networks and strategies. Oxford: Oxford University Press, 2011, 351 p. ISBN 978-0-19-955168-2.
HUTT, Michael D. and Thomas W. SPEH. Business marketing management B2B: Europe, Middle East and Africa edition. Hampshire: Cengage Learning, c2014, 348 p. ISBN 978-1-4080-9371-9.
SHARP, Byron. Marketing: theory, evidence, practice. South Melbourne: Oxford University Press, 2013, 609 p. ISBN 978-0-19-557355-8.
ZIMMERMAN, Alan S. and Jim BLYTHE. Business to business marketing management: a global perspective. 2nd ed. London: Routledge, 2013, 498 p. ISBN 978-0-415-53703-2.
Seznam doporučené literatury
BLANEY, Bill. B2B A to Z: marketing tools and strategies that generate leads for your Business-to-Business company. Denham Springs, Louisiana: Denham Publishing, c2013, 231 p. ISBN 978-0-9884977-0-2.
ELLIS, Nick. Business to business marketing: relationships, networks and strategies. Oxford: Oxford University Press, 2011, 351 p. ISBN 978-0-19-955168-2.
HUTT, Michael D. and Thomas W. SPEH. Business marketing management B2B: Europe, Middle East and Africa edition. Hampshire: Cengage Learning, c2014, 348 p. ISBN 978-1-4080-9371-9.
SHARP, Byron. Marketing: theory, evidence, practice. South Melbourne: Oxford University Press, 2013, 609 p. ISBN 978-0-19-557355-8.
ZIMMERMAN, Alan S. and Jim BLYTHE. Business to business marketing management: a global perspective. 2nd ed. London: Routledge, 2013, 498 p. ISBN 978-0-415-53703-2.
Přílohy volně vložené
1 CD
Přílohy vázané v práci
ilustrace, grafy, plány, tabulky
Převzato z knihovny
Ne
Plný text práce
Přílohy
Posudek(y) oponenta
Hodnocení vedoucího
Záznam průběhu obhajoby
Supervisor: doc. Pilík, 27 points;
Will be your project implement by the company? If yes, when and which parts of the project? ANSWERED COMPLETELY
Reviewer: doc. Chovancová, 26 points;
Benchmarking analysis (Table 8, p.46, 47) is develop for Competitor 1, 2, 3 and the nongovernmental chosen company belong your interest. Could you explain conditions (their capital) for Competitors 1, 2, 3 ? Are they belong state or private ? ANSWERED COMPLETELY
Dr. Vaněk: Why do you select these competitors? You have mentioned in your presentation translation of the webpage. What about the costs? ANSWERED COMPLETELY
Doc. Gregar: How many companies are interested in the certification? What will be your promotion message? ANSWERED COMPLETELY