Marketing plan

Ing. Dusan Mladenovic

Master's thesis

Abstract:

This thesis aims to develop a marketing plan for Yugomar d.o.o. – a Serbian company that intends to get into Bulgarian market. The thesis consists of theoretical part which gives overview of the main categories connected with marketing plan and analysis that needs to be done. Practical part is continuation of the theoretical one and furthermore it gets profound into details about Bulgarian market as such, detailed inquiry and analysis done and moreover proposed marketing plan for Yugomar d.o.o. which is based on the findings. Considering all data gathered while conducting the market analysis Bulgaria proved to be “promising” market with much of potential growth to expect in the following years. However Yugomar d.o.o. has to perform necessary marketing action with utmost care in order to launch its business operations as smooth as possible.

Keywords

Marketing plan, market analysis, SWOT, PESTEL, marketing mix, Yugomar d.o.o., Bulgaria, Serbia, Master thesis

Language used: English

Date on which the thesis was submitted / produced: 26. 4. 2013

Thesis defence

• Date of defence: 18. 6. 2013
• Supervisor: doc. Ing. Alena Klapalová, Ph.D.
• Reader: Ing. Jiří Richter

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Economy and Management / Business Management (Eng.)