Marketing Management and marketing planning

Bc. Kristina Zhitnova

Master's thesis

Abstract:

This diploma thesis describes development of the globalization process and basic tools of marketing management and planning. The correct usage of those disciplines could help to deliver customer value at a profit. Particularly in today’s world, society is expecting much more from business issues than in the past. The first part of the thesis represents detailed description of the marketing development and objectives such as marketing plan and marketing strategy. It includes a report of indispensable resources for current and further strengthening market position. The second part is focusing on quantitative and qualitative research of Montale company. There are recommendations, which based on the achieved results. Also it includes SWOT analysis, which is needed to identify company’s position and it‘s further development. The reflection chapter contains thoughts of the thesis author and her advices that can be applied by modern organizations in order to reach success in the niche perfume field.

Keywords

Globalization, marketing management, planning, research, strategy, market, advertising campaign, production, Montale, Mancera, fragrance, flacon, niche perfume field, brand name

Language used: English

Date on which the thesis was submitted / produced: 29. 9. 2015

Thesis defence

• Date of defence: 2. 11. 2015
• Supervisor: doc. Ing. Karel Havlíček, Ph.D.
• Reader: Ing. Pavla Břečková, Ph.D.

University of Finance and Administration

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