New division of Mining Water in Bulgaria: Marketing Plan

Bc. Zuzana Štrofová

Master's thesis

Abstract:

Abstract This diploma aims to develop a marketing plan for the company DHI Group which is a worldwide operating company that intends to enter a new segment of market in Bulgaria. The thesis gives a compact study of the way to gain a market share and especially the way to distribute the company´s product. The focus is put on a situation analysis, which describes the environment of mining water and related mining industry. The thesis also focuses on financial aspect of the launch a new division and its payback period. The theoretical part includes explanation of main marketing theories which are further used in practical part. There is overall evaluation whether the decision to enter the new segment of market, mining water, was a good move or not.

Keywords

Keywords Marketing plan, marketing strategy, SWOT, PESTEL, marketing mix, SMART goals, DHI a.s., DHI Group

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 23. 4. 2014

Obhajoba závěrečné práce

• Obhajoba proběhla 27. 6. 2014
• Vedúci: MBA Jiří Vicek
• Oponent: doc. Ing. Karel Havlíček, Ph.D.

University of Finance and Administration

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