A case study of a company: A strategic turn-key cost-saving marketing solution

Ing. Valeriia Malaia, BA

Master's thesis

Abstract:

Hlavním cílem výzkumu je zhodnotit jaké výhody firma může získat v způsob, jak snížit náklady. Cílem práce je zjistit slabé stránky společnosti prostřednictvím hlubokehi analýza marketingové strategie. Na tvoří bázi externí a interní analýza učinit správné závěry, které by měly jasně stanovit, jak je marketingová strategie společnosti, pohání jej ve směru k dosažení udržitelné konkurenční výhody.

Abstract:

The main aim of the research is to evaluate which advantages Company can obtain in the way to reduce costs. The objective of the thesis is to determine weaknesses of the Company through the deep analysis of marketing strategy. Based on constitutes external and internal analysis make a correct conclusion, which should clearly identify how is the marketing strategy of the Company, drives it in a direction to achieve sustainable competitive advantage.

Keywords

AM Agile Management ACSC Amortization of capitalized software costs BP Buyer Power CF Cash Flow CL Cost Leadership CR Competitive Rivalry FY Fiscal Year IT Information Technology LLA Long-Lived Assets PEST Political, Economical, Social, Technological SMP Sales Marketing process SWOT Strengths, Weaknesses, Opportunities, Threats TNE Threat of new entry TS Threat of substitution

Language used: English

Date on which the thesis was submitted / produced: 7. 4. 2017

Thesis defence

• Date of defence: 15. 6. 2017
• Supervisor: MSc Oldřich Dutý
• Reader: Ing. Andrej Mazán, MBA

University of Finance and Administration

Master programme / field:
Economics and Management / Business Management and Corporate Finance