Marketingová strategie vstupu na Evropské trhy s portfoliem veterinárních produktů

Bc. Martin Franko

Diplomová práce

Marketing strategy for entering European markets with portfolio of veterinary product

Abstract:

This thesis deals with the marketing strategy proposal of the range of veterinary products of a Czech pharmaceutical company in selected territories. The target markets are the UK, Germany and Austria. The theoretical part describes basic marketing concepts and marketing role in entering foreign markets. The marketing strategy proposal of my thesis is based on 4 P´s marketing mix concept with the emphasis on product and place. For the analysis of company´s environment I use PEST analysis, analysis of competition and also inner analysis (SWOT) of the pharmaceutical company. As a distribution channel of the products I have chosen distributors, whose analysis is also part of this thesis.

Keywords

Marketing role, marketing strategy, product, place, PEST analysis, competition, direct export, distributors

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 11. 7. 2012

Obhajoba závěrečné práce

• Obhajoba proběhla 29. 8. 2012
• Vedoucí: Ing. Pavla Břečková, Ph.D.
• Oponent: doc. Ing. Karel Havlíček, Ph.D.

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Business Management and Corporate Finance