Marketing analysis of a selected company

Tomáš Růžička

Bachelor's thesis

Abstract:

This bachelor thesis is focused on marketing situational analysis, its characteristics and individual steps presented on the energy company named Pražská plynárenská, a.s.. The aim is to show the importance of both internal and external environment of the company, to observe the market dynamism where the company is operating in and to identify the influences that affect the company.The first part of this thesis describes the characteristics of marketing in general terms, the procedure of marketing situational analysis, the process of defining the right strategy, and determines the aspects of marketing that are specific in the energy industry.The second part of the thesis is already concerned with marketing situational analysis achieved through the elaboration of each appropriate analysis suitable for the given environment of the company. The main goal of this thesis is to present and show the process of marketing situational analysis on Pražská plynárenská, a.s., by using analyses of the internal and external environment such as Marketing mix analysis, PEST analysis, Porter´s five forces model analysis and SWOT analysis.

Keywords

PEST analysis, Porter´s five forces analysis, Marketing mix, Marketing situational analysis, SWOT analysis, SWOT matrix

Language used: English

Date on which the thesis was submitted / produced: 10. 3. 2016

Thesis defence

• Supervisor: doc. Ing. Mansoor Maitah, Ph.D. Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme / field:
Economics and Management / Economics and Management