Browsing by Author "Jičínský, Pavel"

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    Marketingová studie společnosti C.P.A.CZECH s.r.o. se zaměřením na segmentaci zákazníků
    (Technická Univerzita v Liberci, 2008-01-01) Jičínský, Pavel; Dědková, Jaroslava
    Each company working in the competitive environment should have a perfect knowledge of the market, where is establishied. Only deeply detailed information about it´s market could lead to choose the right business and marketing strategy and avoid possible existential mistakes. One of the ways, which could lead to achievement of the planed targets, is the segmentation of the customers´ and products´groups. This process allows perfectly know and understand the needs of the customers, their links to the concrete products and prefered values, leading to their satisfaction. The company can successfully increase the activities on the base of these research findings. These activities can be based on focused or largely conceived strategies. I described the process of segmentation in this theses. I summarized the theoretical knowledges in the first part and then showed these priniples on the business activities of the C.P.A. CZECH company. This study also includes suggested strategy for the new developed segments in the regions of Poland and Slovakia. I choosed this company for my theses for the following reasons : § I work for this company already 11 years § This company works actively with these principles § This company is working on the one of the most fastely developing market
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