Marketingová strategie firmy Orsay
Title Alternative:Marketing strategy of company Orsay
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Date
2012
Authors
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Journal ISSN
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Publisher
Technická Univerzita v Liberci
Abstract
Cílem této bakalářské práce je navrhnout vhodnou produktovou strategii pro firmu Orsay, prodejce dámské módy. Teoretická část je zaměřena na charakterizaci a dělení marketingové strategie, dále v této práci najdete charakterizaci marketingového mixu, SWOT analýzu a analýzu prostředí (mikroprostředí a makroprostředí). V praktické části byla nejdříve provedena analýza současné marketingové strategie firmy Orsay. Dále pro potřeby stanovení nové produktové strategie byl sestaven marketingový průzkum, který nám dal odpověď na úspěšnost současných marketingových akcí firmy Orsay z pohledu zákazníků.
The aim of this thesis is to propose a suitable product strategy for the company Orsay, women?s fashion retailer. The theoretical part is mainly focused on the characterization and division marketing strategy, further work can be found in this characterization of the marketing mix, SWOT analysis and environmental analysis (micro and macro environment). In the practical part of the first analysis of the current marketing strategy for the company Orsay. Furthermore, for the determination of new product strategy, marketing research has been established, which gave us the answer to the succes of current marketing events company Orsay from the perspective of customers.
The aim of this thesis is to propose a suitable product strategy for the company Orsay, women?s fashion retailer. The theoretical part is mainly focused on the characterization and division marketing strategy, further work can be found in this characterization of the marketing mix, SWOT analysis and environmental analysis (micro and macro environment). In the practical part of the first analysis of the current marketing strategy for the company Orsay. Furthermore, for the determination of new product strategy, marketing research has been established, which gave us the answer to the succes of current marketing events company Orsay from the perspective of customers.
Description
katedra: KHT; rozsah: 64 (9534 znaků)
Subject(s)
orsay, marketingová strategie, marketingový mix, swot analýza, marketingový průzkum, orsay, marketing strategy, marketing mix, swot analysis, marketing research