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Obchodní strategie společnosti CEE Logistic a.s. – Samuel Bartek

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Samuel Bartek

Bachelor's thesis

Obchodní strategie společnosti CEE Logistic a.s.

Business strategy of CEE Logistics a.s.

Abstract: Cílem práce bylo zanalyzovat dosavadní aktivity společnosti CEE logistics a.s. a navrhnout obchodní doporzčení k dosažení stabilního růstu. Teoretická část se sosutředila na základy tvorby firemních strategií. Jednotlivé postupy a některé druhy strategií a jejich segmentace. Dále byl popsán system CRM a marketing mix. V praktické časti byla využita PESTLE analýza na zhodnocení makroekonomického trhu v kterém firma figuruje. Změny v logistickém trhu a její implikace pro společnost CEE Logistics a.s. V interní anlýze byly z vyhodnocení dosavadních aktivit CEE logistics a.s. se zaměřením na obchodní oddělení. Na závěr práce byly navrhnuty tři řešení pomocí SWOT analýzy. Jednp z nich bylo navrženo jako nejlepší varianta řešení.

Abstract: The aim of the work was to analyze the current activities of CEE logistics a.s. and to design a business strategy to achieve steady growth. The theoretical part was based on the creation of company strategies. Individual practices, some types of strategies and their segmentation were mentioned. In addition, the CRM system and the marketing mix were described. In the practical part, PESTLE analysis was used to assess the macroeconomic market in which the company operates. Changes in logistics market were analyzed and its implications for CEE Logistics a.s. were are described. In the internal analysis part of the thesis, the existing activities of CEE logistics a.s. were also analyzed and evaluated, with a focus on the sales department. At the end of the thesis three solutions were proposed using SWOT analysis. One of them was chosen as the best solution.

Keywords: logistika, konkurenčníhí výhoda, CRM, 4C, 4P, Strategie, obchod

Keywords: Strategy, CRM, 4P, 4C, Business, Logistics, PESTLE, SWOT, Company culture

Language used: Czech

  • Date on which the thesis was submitted / produced: 31. 7. 2018

Thesis defence

  • Supervisor: Ing. Helena Cetlová
  • Reader: Martina Beránek, Ph.D.

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https://is.savs.cz/zp/5621 Reference to the local database file of the institution
https://is.savs.cz/zp/5621/priloha/2239 Reference to the local database file of the institution
https://is.savs.cz/zp/5621/posudek/vedouci Reference to the local database file of the institution
https://is.savs.cz/zp/5621/posudek/oponent/4368 Reference to the local database file of the institution
thesis thesis
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Institution archiving the thesis and making it accessible: ŠKODA AUTO a.s., ŠKODA AUTO VYSOKÁ ŠKOLA o.p.s.


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