Strategic Marketing and Its Impact on Business Success

Pooja Ravi

Diplomová práce

Abstract:

The aim of this thesis is to examine how strategic marketing practices influence business performance, using selected Tata Group businesses as case studies. The theoretical part discusses key concepts such as strategic marketing, branding, market orientation and positioning. The study applies a mixed method approach that combines a qualitative multiple case study with primary survey data. Secondary data were collected from company reports, academic literature and industry publications, while primary data were gathered through an online consumer questionnaire conducted in India. The practical analysis focuses on Tata Consumer Products, Tata CLiQ Fashion and Tata Motors Passenger Vehicles. The findings show that effective segmentation, strong brand positioning and digital integration play an important role in building brand strength and competitive success. Based on these results, the thesis offers practical recommendations that can be applied by small and medium-sized enterprises. Overall, the study provides useful guidance for firms seeking to improve their long-term marketing effectiveness.

Keywords

Strategic Marketing, Tata Group, Brand Positioning, Business Performance, Brand Management

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 5. 1. 2026

Obhajoba závěrečné práce

• Obhajoba proběhla 12. 2. 2026
• Vedoucí: Ing. Michal Stoklasa, Ph.D.
• Oponent: Ing. Žaneta Rylková, Ph.D.

Slezská univerzita v Opavě

Obchodně podnikatelská fakulta v Karviné

Magisterský studijní program / obor:
Economics and Management / Economics and Management