Marketingová strategie výrobného družstva Kovotvar Kúty

Ing. Juraj Karáč

Master's thesis

Marketing strategy of Kovotvar Kuty

Abstract:

Cieľom diplomovej práce bolo analyzovať marketingovú stratégiu výrobného družstva Kovotvar Kúty. Marketingová stratégia ovplyvňuje všetky činnosti podniku a preto predstavuje úspech celej spoločnosti. Prácu je možno rozdeliť do dvoch kapitol. V prvej kapitole som postupne charakterizoval podnik z hľadiska tržných segmentov. V druhej kapitole som na základe znalostí získaných z analýz trhov navrhol zmeny a odporúčania, čo bolo hlavnou náplňou mojej práce.

Abstract:

The goal of this master thesis was analysis of a marketing strategy of a company Kovotvar Kuty v.d. Marketing strategy influences all activities of a company and that is the reason it is the key to the success of it. This work can be devided into two chapters. In the first part I have analyzed a company based on different market segments. In the second part, based on acquired market analysis I suggested modifications and recommendations what was the main goal of my master thesis.

Keywords

stratégia, marketingová stratégia, situačná analýza, marketingové ciele

Language used: Czech

Date on which the thesis was submitted / produced: 22. 4. 2010

Thesis defence

• Date of defence: 9. 6. 2010
• Supervisor: doc. Ing. Josef Vaculík, CSc.

University of Pardubice

Faculty of Economics and Administration

Master programme / field:
Economics and Management / Economics and Enterprise Management