Browsing by Author "Benda, Michal"
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- ItemMarketingová studie (Generali Pojišťovna, a.s.)Benda, Michal
- ItemMarketingová studie (SEFIMA s. r. o.)(Technická Univerzita v Liberci, 2006) Benda, Michal; Strnad, PavelThe diploma thesis describes the current market position and outlines the strategic options available to the small company SEFIMA Ltd. which deals with sale and implementation services within the domain of the Business Intelligence. Chapter 1 describes basic features of the extended marketing mix (7-ps). This marketing strategy tool expands the number of controllable variables from the four in the original Marketing Mix Model to seven, which is suitable and more useful for services industries. The next part provides recommendations on future directions based on a marketing mix analysis (Chapter 2). The market segmentation (Chapter 3) provides a detailed description about main market segments on which the company focuses. The next chapter (Chapter 4) deals with the competitive environment within which the company operates. The main competitors are described and evaluated by the given parameters (especially weaknesses and strengths). In order to recognise customer´s satisfaction with the product and services, a market survey was executed. The results of the market survey are described in the Chapter 5. In conclusion, all the offered strategic options are described. The resulting recommendations provide a basis against which future strategic decisions can be made during what is expected to be a period of consolidation and change in the Business Intelligence market.
- ItemMarketingová studie (SEFIMA s.r.o.)Benda, Michal