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Dissertations / Theses on the topic 'Marketing strategy'

Author: Grafiati
Published: 4 June 2021
Last updated: 11 September 2023

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1

Bång, Andreas, and Cajsa Roos. "Digital Marketing Strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35282.

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Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and profit/performance are three parts that are argued to be central in a marketing strategy. The Internet and digital marketing strategy is an area that lacks research in the context of the manufacturing industry. Therefore it could be of importance to identify how companies use the Internet and digital channels in their digital marketing strategy. Research questions:  RQ 1. How do small and medium sized companies in B2B sectors use the Internet and digital channels in their marketing strategy? RQ 2. Why do small and medium sized companies in B2B use the Internet and digital channels in their marketing? RQ 3. How do small and medium sized companies in B2B see at future development of the use of the Internet and digital channels? Purpose:  The purpose of this study is to identify how small and medium sized companies in B2B use the Internet as a tool for digital marketing strategy.   Methodology: Qualitative approach, multi case study, semi-structured interviews   Conclusion: Most used digital channel is the homepage. The more competition a company has results in a higher adoption of digital channels. Relationships can be enhanced through digital channels.
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Karitonaitė, Lijana. "UAB "Pro FUTURO" marketigo strategijos įvertinimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2007. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2006~D_20070102_174412-58779.

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Moksliniame tiriamajame darbe „UAB „Pro FUTURO” marketingo strategijos įvertinimas” nagrinėjamos planavimo, strategijos, marketingo ir marketingo strategijos sąvokos, taip pat strateginis planavimas ir marketingo strateginis planavimas. Atskleidžiami įmonės marketingo strategijos esminiai formavimo žingsniai. Augant kompiuterizacijos lygiui, kiekviena įmonė, užsiimanti kompiuterinės technikos prekyba, turėtų nuolat stebėti besikeičiančią aplinką ir strategiškai mąstyti. Tam tikslui atlikta kompiuterine įranga prekiaujančios įmonės UAB „Pro FUTURO” situacijos analizė vidaus rinkoje. Siekiant kuo realiau įvertinti situaciją, nagrinėjami pirminiai ir antriniai įmonės duomenys iš veiklos finansinių ir realizavimo ataskaitų, atlikta SIC Rinkos tyrimų analizė, įmonės marketingo komplekso analizė, taip pat atlikti įmonės vartotojų tyrimai. Vadovaujantis šiuolaikinio marketingo literatūra, buvo renkami ir sisteminami antriniai duomenys, susiję su įmonės makroaplinka iš Statistikos departamento duomenų bazės, interneto, spaudos, žurnalų. Apibendrinus surinktus duomenis ir informaciją apie įmonę bei jos aplinką, pasiūlyta nauja įmonės marketingo strategija, ir pateiktos išvados bei pasiūlymai, apibendrinantys įmonės veiklą ir aplinką.
The thesis "An estimate of marketing strategy of company „Pro FUTURO”" deals with concepts of planning, strategy, marketing and marketing strategy, strategic planning and marketing strategic planning. The principal steps of marketing strategy formation are being disclosed in the paper. As the growth of computerization is increasing, every company engaged in selling computers should constantly observe changing environment and think strategically. For this purpos „Pro FUTURO” engaged in selling computer equipment has carried out the analysis of the situation in the internal market. Willing to evaluate the situation more concretely, primary data of the company provided from financial and realization reports of its activity are being analyzed, the analysis of SIC Market research and marketing mix analysis of the company have been fulfilled, company’s customer researches have also been carried out. Secondary data related to company’s macro environment were being gathered and systematized from data base from department of Statistics, the internet, the press, and magazines on the basis of contemporary marketing literature. Having generalized the gathered data and information about the company and its environment, a new marketing strategy was proposed, conclusions and recommendations generalizing company’s activity and environment were presented.
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Kopicová, Petra. "Marketingová strategie Vysoké školy polytechnické Jihlava." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124989.

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The subject of this thesis is the elaboration of the marketing strategy of the College of Polytechnics Jihlava, based on theoretical knowledge and conducted strategic analyses. The thesis is divided into two parts and three consecutive chapters. The first part (chapter 1 and 2) is devoted to the definition of basic concepts which are necessary basis for the text understanding and follow-up the definition of the basic theoretical and methodological foundations for the marketing strategies creation. In the second part (Chapter 3) the strategic analysis is performed, which is a necessary foundation for creating a marketing strategy, the proposal is also part of the 3rd chapter. There is a separate and overall evaluation of the analyses in this part of the thesis and it determines the competitive position of higher education institution (HEI), HEI catchment area and especially the strengths and weaknesses of the school, its opportunities and threats. Since this is the first strategic step at the College of Polytechnics Jihlava in the marketing activities area, the practical part also contains of many recommendations for the management of the school.
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Дядечко, Алла Миколаївна, Алла Николаевна Дядечко, Alla Mykolaivna Diadechko, and O. A. Vasylieva. "Social media marketing strategy." Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/13474.

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5

Henriksson, V. (Vilma). "Sustainable fashion marketing strategy." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201911223155.

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Abstract. The world is facing economic, environmental and social challenges, which have resulted in the megatrend of sustainability. It is well known that fashion industry has negative effects on sustainability. The topics of sustainability and unsustainable fashion production are very current and discussed in today’s economy. This has resulted in the demand of sustainability also from the consumers’ side, which means that companies should also start focusing on making their operations more sustainable. Companies should consider their impact on the world seriously and take corporate social responsibility into account. The aim of this Master’s Thesis is to recognize how a sustainable fashion marketing strategy can be defined. In other words, the research purpose is to find out how a fashion company can build a sustainable marketing strategy. This research aims to awake discussion on how fashion industry can be made more sustainable. The research is conducted by studying existing literature and analyzing the case company, Finnish fashion brand Andiata. The brand was chosen because it highlights its sustainable values and promotes fashion. The research approach is abductive and qualitative. The theoretical framework of sustainable fashion marketing strategy is built through topics such as fashion industry, fashion consumerism, fashion marketing and sustainable marketing, as well as sustainable marketing, marketing strategy, sustainable consumerism and sustainable marketing management. This research is built on the sustainable marketing strategy model presented in existing literature. The model includes the steps of (1) Mission and objectives, (2) Market and environment analysis, (3) STP Process, (4) Marketing mix, (5) Measuring and evaluating and (6) Public participation. The empirical material consists of the case company interview and chosen marketing material: social media posts, newsletter and website frontpage. These materials and the interview structure are presented in the Appendices 1–5. This research confirms and develops the six-step model of sustainable fashion marketing strategy. The most important findings include that the aspects of sustainability and fashion should be taken into account on each step of the process, and that sustainable marketing is much more than marketing — it should take into account the whole business operations from the production chains to end-use processes. The research also adds details to the existing theoretical knowledge about the topics.
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Moreno, Laura. "Business strategy, marketing strategy and manufacturing strategy: an overall alignment." Thesis, Linköping University, Department of Management and Engineering, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-11213.

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Today’s businesses face a competitive war; conceptually, similar to the ones in ancient times. The arena in which this war is battled is the market and it is characterized by being highly dynamic and uncertain. The enemies to be beaten are the competitors who use their core competences (weapons) to conquer the customers’ orders. But no battle is won by chance, neither in business. So, there is a need for a strategy that provides the chance to defeat the enemy by gaining a sustainable competitive advantage over him. The question is: how to do it?

The functional investments, mainly in marketing and manufacturing, need to be aligned with the mainstream strategy (business strategy) so they pull all together in the same direction. The existing literature links these strategies in pairs but not at the same time.

In this study, an analysis of such alignment approaches will be the base to create a model for the simultaneous fit of business strategy, marketing strategy and manufacturing strategy, and to provide some suggestions on how to achieve this match in practice.

Product design strategy will play a key role in order to attain the overall alignment.

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7

Kryst, Tomáš. "Použití kvantitativních metod pro podporu rozhodování při stanovení základní strategie cíleného marketingu a Marketing Engineering." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197001.

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This thesis deals with the use of quantitative and statistical methods for decision making support in marketing. Mainly deals with the procedures to be used in practice to determine the basic strategy of targeted marketing S-T-P. Application of this approach requires software support, and therefore presents computer programs that are in practice used for this purpose. The work also addresses the limitations of this strategy, and presents two approaches for generating innovation - Lateral Marketing and Blue Ocean Strategy. Author shows using of methods in practice on case study.
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Yershova, Anastassiya. "Marketing strategy of the company Quintessentially." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114375.

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The aim of this thesis is to analyze the business environment in Czech Republic for the concierge service industry. Moreover the central idea behind the topic is to develop the implementation strategy in the Czech market of the company Quintessentially, world leader in Luxury Concierge Service. This thesis work is a mixture of theory and practice analyses. The topic of the thesis is viral and up-to-dated because Czech Republic market has a good potential and excellent conditions for the new industry to develop and grow.
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Reva, Denys. "Skoda's Contemporary Marketing Strategy in Selected Countries." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-126808.

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Abstract Contemporary organizations must often improve their business situations through drastic innovation; Skoda currently faces the question of how to improve its market position. A merger with Volkswagen during 1991 -- 2000 helped and has improved Skoda's situation significantly. However, this was just the first step towards further achievement. Volkswagen has not given approval for Skoda to create luxury, potentially faster, more innovative cars; furthermore, Skoda is forbidden from entering Northern American countries. Hence, Skoda has to create a new strategy regarding how to expand business through alternative ways. The intent of this thesis is to explore three already existing markets where Skoda does business as well as its business practices in each, including its methods of producing and distributing, and then to analyze a possible alternative solution for business expansion. Thus, this work investigates and analyzes Skoda's situation in: European Union, Russia and India. Thereafter it describes a new potential market of Burma. Several tools and frameworks are used to conduct this process, i.e. SWOT analysis and PEST analysis and 4PS analysis; the author also examines Skoda's modes of entry as well as their marketing practices. Using these same tools also helps to reflect the possibilities for Skoda in a new potential market. A description of these markets helps to draw a parallel for taking appropriate marketing decisions in a new market. The final part of the thesis provides conclusions and suggestions about possible market entry.
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Assouly, Jean-Michel. "The multi-level marketing firms : organization and marketing strategy." Thesis, Massachusetts Institute of Technology, 1994. http://hdl.handle.net/1721.1/11981.

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11

Šťastná, Klára. "Marketingová strategie vybraného podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-416843.

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This diploma thesis deals with the elaboration of proposals for the improvement of the marketing strategy for an optician brand named Valore. Following the theoretical background, this thesis analyzes the current state of the company and its marketing strategy. Based on the findings from the analysis of the internal and external environment of the brand, as well as from a questionnaire survey, specific and feasible suggestions for an improvement of the marketing strategy are created. The proposal part of the work is mainly focused on minimization and elimination of identified weaknesses while making use of strengths and opportunities of the brand. The marketing mix method was chosen to formulate suggestions for the marketing strategy adjustments. Suggestions contain a specific description of the recommended changes that will help to raise the company's awareness and bring in new clients. The proposals are mainly focused on the unification of the current online self-presentation, which is the company's greatest shortcoming. The suggestions include drafts for a redesign of the company's website as well as custom made way of communication on social networks. It also contain adjustments of the discount policy and the use of online customer registration, which is related to customer benefits and newsletters. The proposals were made in detail, including target groups and illustrative examples, so that it could be used by the company. The company is also recommended to employ an external online marketing specialist who will manage marketing communication according to proposals and his or hers own experience. Other suggestions include the modification of the assortment at the Gajdošova shop, so as to improve the identified customer dissatisfaction. A solution is also proposed for a detected problem with an employee in one of the stores, who the company should lay off and replace with a new employee. Among the proposals is also the use of the potential of the company's electric car, for which a design of an advertising sticker is prepared, which will create an affordable mobile outdoor commercial. To save unnecessary costs, it was also proposed to cancel the current advertisement in the BRNO-STŘED magazine, because the return of the costs proved to be almost zero amount.
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Jurayeva, Mariya. "Vůňový marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-16378.

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13

Santandreu, Ramos Miguel, and Matamalas Rafael Lucena. "Marketing strategic of Supermarkets." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2583.

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14

Fukalová, Urszula. "Marketingová a komunikační strategie pro firmu Lackfolie,s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-162339.

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The aim of this thesis is to analyze the current marketing and communication strategy of the company Lackfolie s.r.o. This thesis is divided into two parts - theoretical and practical. As for the theoretical part, it deals with the notion of marketing, it describes the overall marketing process and the individual parts of the marketing mix. In the first chapter of the practical part the company Lackfolie s.r.o. is presented. It is followed by the strategic analysis and the desription of the current corporate strategy. The last chapter concentrates on the recommendations connected to the marketing and communication strategy.
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Soudský, Tomáš. "Marketing logistického poskytovatele." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199742.

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The thesis focuses on implementation of logistics provider`s strategy. It is divided in two parts, the first one is considered as a theoretical basement, which is, used in the practical part. The used methods can be characterized as the top strategic tools, which are implemented in tactic and operative level. The thesis tries to find out, which is the right way to profile small logistics provider, to be competitive large enterprises. The product portfolio is analyzed in practical part. Analysis is a medium for setting the processes in the context of strategic objectives.
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Maršíková, Linda. "Personální marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-11978.

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This thesis discuss the topic of the recruitment marketing, with it's principles, functioning, goals and instruments. Topic is separated into two parts, external a nd internal. These parts are analysed out below. The usage of the recruitment marketing is described on the sample of the company IKEA, Czech republic. The tesis is finished in the project of the recruitment strategy for mentioned firm, which is based on the results of the accomplished research.
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Vlková, Michaela. "Marketingová strategie společnnosti Xella na českém trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-191935.

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The main goal of this thesis is to develop a marketing strategy of Xella CZ s.r.o, a leading producer of white aerated concrete blocks on the Czech market, for YTONG -established brand and a new brand Hebel. The theoretical part deals with the concept of strategic marketing planning, describes its phases and stages. It explains the terms segmentation , targeting, positioning and multi-brand strategy. The end of the theoretical part focuses on the specifics of marketing in the construction industry. In the practical part the reader gets to know the company Xella CZ and the products it offers. There is also analyzed the current situation of the Czech construction industry including outline of possible future developments, there are defined target groups of the company, depicted its competitors, set the company's targets. There is also carried out SWOT analysis. On the basis of collected data a marketing strategy is created including marketing mix for both brands.
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Cheung, Pui-lin Josephine, and 張佩蓮. "Multi-level marketing in Hong Kong: an uniquedirect marketing strategy." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1993. http://hub.hku.hk/bib/B31265613.

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19

Hess, Elin, and Peter Timén. "Environmental Friendliness as a Marketing Strategy." Thesis, Jönköping University, JIBS, Business Administration, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1151.

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People in Sweden have become more aware and interested in environmental issues. This has led to an increased demand for environmental friendly food products. Previously the price often determined if a customer bought the product or not. During the recent years internet has become a more widely used media than ever before. This has led to that inter-net is one of the important tools to gather information and knowledge, among other things environmental issues.

With such aspects in mind the authors found it interesting to investigate if companies could use internet as a marketing tool for environmental friendly products. Therefore the purpose of this thesis is to:

investigate if and how companies display environmental friendliness in their marketing strategy and how it is presented on their company webpage’s.

In order to fulfil the purpose five general dealer’s home and webpage’s were examined. As a supplementing research one store for each of the five general dealers were visited and ex-amined.

The used theoretical framework is focused on value and green marketing. How to create a specific value is often the core when formulating and creating a strategy for a company. Green marketing is such marketing that include environmental concerns in the marketing offers. The sales of ecological food has increased and according to SCB (2006) represented 6 Billions in revenue between 2004 and 2005. The literature indicates that green marketing have to change and become more like conventional marketing, in order to reach the larger consumer segments. As a supplement to this theory, a section with home and webpage de-sign and chromatics are added.

The analysis and conclusion showed that there were some differences in how the re-searched companies used green marketing. Two of the companies used their webpage’s and displayed environmental awareness, while two had a clear focus on price. One company had a health focus. It was also found that there are differences between the messages and information on the home and webpage’s, compared to the findings in the stores. What also was found was that green marketing not only should target the already green consumers, but instead aim at the larger consumer segment. To do this green marketing should become more like conventional marketing and not only focus on the product, but also other value factors. The findings also suggest that the companies could use their home and webpage’s to a higher extent than they do today.

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20

Cao, Xinyu. "Consumer inattention, uncertainty, and marketing strategy." Thesis, Massachusetts Institute of Technology, 2018. http://hdl.handle.net/1721.1/118018.

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Thesis: Ph. D., Massachusetts Institute of Technology, Sloan School of Management, 2018.
Cataloged from PDF version of thesis.
Includes bibliographical references (pages 203-210).
This dissertation investigates the implications of consumer inattention and uncertainty for firms' advertising and pricing decisions. The first chapter is an overview of the problems addressed in the dissertation and the main findings. The second chapter develops a theory-based, cost-effective method to estimate the demand for new products using choice experiments. The premise is that consumers are uncertain about their valuation of a new product and need to spend costly effort to learn their valuation. The effort consumers spend is affected by the probability of their choice being realized, and as a result will change the manifested demand curve derived from choice experiments. We run a large-scale choice experiment on a mobile game platform, where we randomize the price and realization probability of a new product. Data support our theoretical hypothesis. We then estimate a structural model of consumer decisions. The structural estimates allow us to accurately infer actual demand based on choice experiments of small to moderate realization probabilities. The third chapter examines firms' advertising strategy on social media under consumers' limited attention. Advertising on social media faces a new challenge as consumers can actively select which advertisers to follow. A Bayesian learning model suggests that consumers with limited attention may rationally choose to unfollow a firm. This happens if consumers already know about the firm's value well and if the firm advertises too intensely. However, we find that intensive advertising may still be the optimal strategy for firms. If a firm is perceived as providing low value, it will want to advertise aggressively to change consumers' mind; if a firm is perceived as providing higher value, it will also want to advertise intensively, but in an effort to crowd-out advertising messages from its competitors. Tracking company accounts of 49 TV shows on the most popular tweeting website in China provides empirical evidence that both popular and non-popular firms advertise intensively, although the number of followers does go down when a firm advertises too intensively. The fourth chapter investigates channel coordination in search advertising. Given that consumers have limited attention, there are only a limited number of advertising slots on search engine platforms that can attract positive number of clicks. A manufacturer can sponsor retailers to advertise its products while at the same time compete with them in a position auction with limited number of slots. We prescribe the optimal cooperative search advertising strategies for the manufacturer. We find that it may not be optimal for a manufacturer to cooperate with all of its retailers, even when these retailers are ex ante the same. This finding reflects the manufacturer's tradeoff between higher demand and higher bidding cost caused by more intensified competition. With two asymmetric retailers, the manufacturer should support the retailer with the higher channel profit per click to get a higher position than the other retailer. The manufacturer should take a higher position than a retailer when its profit per click via direct sales exceeds the channel profit per click of the retailer. We also investigate how a manufacturer uses both wholesale and advertising contracts to coordinate channels with endogenous retail prices.
by Xinyu Cao.
Ph. D.
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21

LINGXIU, JIANG. "IKEA marketing entry strategy in China." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-36640.

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Nowadays, with the big background of economic globalization, economic isolation became impossible, therefore,internationalization is necessary for development of enterprise. IKEA is a Swedish multinational group which wasfounded in 1943. Under the big background of economic globalization, IKEA sizes every opportunity to entryforeign markets And nowadays IKEA had already become the world wide largest furniture retailer since 2008.IKEA actually has already entered into Chinese market as early as 1998 .The success of IKEA in Chinese marketis very outstanding. But it’s not difficult to find on IKEA strategy map of China that the most retail stores areconcentrate distributed in the first-tier cities, such as Beijing, Shanghai, Guangdong. And there are very less retailstores in Chinese inland cities and some of areas are still the market vacancy. China as a country who has themost population on the world is never lack of purchasing power. Therefore, a reasonable marketing strategyshould be analyzed to help the expansion of IKEA in Chinese market.The research purpose of this thesis is to analyze a reasonable marketing entry strategy of IKEA for the furtherexpansion in Chinese market. This research would follow the classical foreign market entry strategies analysiswith three steps. And the research focus on answering these three questions: Where should be selected as newtarget market location of IKEA in China? Which entry mode of IKEA should be applied in the future Chinesemarket? Which factors would influence IKEA timing of entry in Chinese market? Which is through the multiresearch method.Summarizing IKEA marketing entry strategy in China is a gradual process. IKEA should firstly select the marketlocation in the areas with lower cultural distance and high level of GDP and GDP per capital, and then graduallyexpand in to the areas with relatively higher cultural distance and relatively lower level of GDP and GDP percapital. And in general, this process also could be viewed as the expansion from the eastern costal area to theinland cities of China. And the gradual “internationalization” of IKEA in Chinese market also reflected on theentry mode choice. From the “joint venture” run to the coexisting of “joint venture” and “wholly ownedsubsidiary”, and finally run to the “wholly owned subsidiary” as the only entry mode of IKEA in Chinese market.Finally, as for the timing of entry, IKEA should catch the “window of opportunity”, accumulate “near marketknowledge” and pay attention to “world-of-mouth” to remain the good reputation of IKEA in China to completethe earlier entry as a gradual process with the “stepwise internationalization” into Chinese new target market.
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Mizik, Natalie. "Marketing strategy and the firm value /." Thesis, Connect to this title online; UW restricted, 2002. http://hdl.handle.net/1773/8787.

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Junior, Alfredo Cavalcanti de Quadros. "Orientação para o mercado e o Modelo Delta de estratégia: um estudo de caso em empresa distribuidora de insumos para marcenarias." Universidade de São Paulo, 2005. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-10042007-091335/.

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Os temas principais desta dissertação são o Modelo Delta de estratégia e a orientação para o mercado. O Modelo Delta de estratégia foi desenvolvido em função do advento da economia em rede, caracterizada principalmente pela Internet, que trouxe mudanças profundas no ambiente dos negócios, tornando inválidos ou incompletos os modelos tradicionais de desenvolvimento de estratégias. A orientação para o mercado, desenvolvida na década de 90, é uma evolução da orientação para marketing, que enfatiza, além da orientação para os clientes, a orientação para os concorrentes. O objetivo central da dissertação foi estudar as inter-relações entre o Modelo Delta de estratégia e a orientação para o mercado. Complementarmente, procurou-se avaliar, por meio de um estudo de caso, a aplicação da orientação para o mercado em uma empresa distribuidora de insumos para marcenarias, de acordo com as abordagens de Day, e de Narver e Slater. As principais contribuições trazidas por este estudo, além dos objetivos mencionados, foram a proposição dos conceitos de ?complementador genérico? e ?complementador específico?, por meio da elaboração do conceito de ?complementador?, uma das idéias centrais do Modelo Delta; a proposição de uma alternativa estratégica complementar para o Modelo Delta, dentro do posicionamento estratégico de System Lock-in, denominada alternativa de ?Orientação para o Mercado? e a proposta de um questionário, com base no modelo de Day, para verificar o estágio de implementação da orientação para o mercado numa empresa.
The main subjects of this thesis are the Delta Model for corporate and business strategies, and market orientation. The Delta Model was developed to overcome the shortcomings of the existing strategy models after the emergence of the networked economy and the accompanying transformations in the business world. Market orientation was developed in the last decade and is an evolution of the marketing orientation that emphasizes, besides client orientation, also competitor orientation. The primary objective of the thesis was to study the interrelationships between the Delta Model and market orientation. Additionally, the application of market orientation in a distributor of raw materials for woodwork shops was evaluated, according to the models of Day, and Narver and Slater, by using a case study research. The main contributions of this study, beyond the stated objectives, were the proposal of the concepts of ?generic complementor? and ?specific complementor?, a development of the concept of complementor, one of the basic principles of the Delta Model; the proposal of a complementary strategic alternative for the System Lock-In option of the Delta Model, named ?market orientation? alternative and the proposal of a questionnaire, based on the Day model, to evaluate the implementation of market orientation in a company.
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Volf, Pavel. "Návrh marketingové koncepce vybrané realitní kanceláře." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2012. http://www.nusl.cz/ntk/nusl-232649.

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This thesis solves selected real estate marketing firm. It analyzes the current situation at a specific real estate market and with the help of marketing tools suggests new approaches to improve sales of real estate.
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Peca, Ondřej. "Marketingová strategie firmy Van Leeuwen." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4558.

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Šustková, Eva. "Analýza a zhodnocení marketingové strategie BK Lions Jindřichův Hradec." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-165337.

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The aim of this thesis is to analyse and evaluate the marketing strategy of a professional basketball club which currently acts in the highest competition in the Czech Republic Mattoni NBL and purpose its possible improvement. The thesis is based on theoretical knowledge of administration and financing of sports organizations and on marketing with the focus on sports. The practical part is based on marketing situational analysis and mainly on my own research. These will be the basis for the analysis and evaluation of each segment of the club's marketing strategy and also for purposing specific measures to enhance them and make them more effective.
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Svatý, Marek. "Marketingové strategie vybrané firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-357008.

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Tato diplomová práce se zabývá návrhem mezinárodní marketingové strategie pro anglickou společnost Gourmet Burger Kitchen, která by ráda expandovala na zahraniční trhy. Práce je rozdělena do tří hlavních částí. První část vysvětluje základní marketingové pojmy, určuje prvky marketingové strategie a zabývá se teoretickými poznatky jednotlivých metod a analýz. Poté je pomocí těchto analýz vyhodnocováno jak interní, tak i externí prostředí firmy. Další část diplomové práce se zabývá samotnou společností GBK, jejím vývojem a službami, které zákazníkům poskytuje. V poslední části autor shrnuje analýzu vstupu společnosti na český trh, její cíle a případné strategie.
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Čejková, Romana. "Analýza marketingové strategie firmy Livingston Electronic Services, s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15545.

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Thesis analyse the marketing activities of selected company. The company rents IT equipment. Thesis contains direction of marketing strategy based on marketing mix which company might use to increase decreasing demand on market.
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Gregor, Lukáš. "Zdokonalení firemní marketingové strategie." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223480.

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The master’s thesis aim is a proposal of an improvement of the company marketing strategy. The analyzed company is involved in a providing of complex services which correlate with realm of internet presentations, web design, online shops and internet marketing. The theoretical part of the thesis is focused on explaining the problems of marketing, strategy and company business environment, online business and the way to improve company marketing strategy. The analytical part is engaged in analysis from a viewpoint of contemporary strategy, marketing, company operation, market research, business environment and currently offered services. The final part of the thesis includes proposals to improve the company marketing strategy and it mentions effects on current particular factors.
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Jadroňová, Daniela. "Porovnanie súčasnej a vytvorenie novej marketingovej stratégie hotela Saint Eloi." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74123.

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This thesis is oriented on communication strategy of a french hotel Saint Eloi. The goal of this thesis is to provide a reader with a complex view of the Saint Eloi's products and to show him the positive and negative points of communication strategy. The results of this thesis is a creation of a new communication strategy that could help the hotel to restrain in the competitive area and become more popular by using the new communication possibilities.
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Vaculíková, Michaela. "Marketingová strategie společnosti SAP." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71886.

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The thesis deals with marketing strategy of SAP, important software company in B2B market. Goal of this thesis is to use theoretical knowledge to describe and analyse marketing strategy of SAP and at the same time to analyse efectivity of database marketing team. Database marketing team is one of the most important things that lead to successful marketing strategy and this thesis will propose possible solutions to discovered shortcomings of this team. The thesis contains not only theoretical information about international marketing strategy but it shows real marketing strategy of SAP and its evaluation. It also describes and analyses meaning of the database marketing team and makes suggestions to improve its functioning.
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Karasová, Irena. "Strategie firmy podnikající v oblasti školství." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85861.

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The main aim of this graduation thesis is to analyze current marketing strategy of the company and to propose changes which would help the company to perform better. At the beginning of the theoretical part I firstly concentrate on general understanding of the concept of marketing and service marketing. Second chapter is focused on specifics of school marketing management and application of theory of marketing mix on the area of education. In the methodical part I start with company introduction, followed by definition of its target group and competition analysis. Then, on the basis of my own research and experiences, I analyze each part of marketing mix of the school and I perform its SWOT analysis. In the next chapter I show results of my own research in more detail and at the end there is a conclusion with my proposals how to improve current marketing strategy of the company.
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Škrlant, Jan. "Marketingová strategie vybraného podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-316904.

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This diploma thesis is aiming on drafting a marketing strategy proposal and recommendation for TPF group s.r.o. company, which runs an online discount marketplace called Slevoking.cz with a focus on travelling. First part contains explanation of theoretical knowledge associated with this topic. Second part is focusing on application of this knowledge and carries out an analysis of current marketing strategy and communication channels of the company. The findings serve as a core of the last section of the thesis that provides specific recommendations for adjustment and improvement of the company’s marketing strategy. The goal of these recommendations is to enhance the company’s competitiveness in the market, acquire new customers and maintain the existing ones.
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Nilsson, Johan, and Sead Omerovic. "How to create a marketing communication strategy?" Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-16215.

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Leonidou, Constantinos. "Antecedents and consequences of enviro-marketing strategy." Thesis, University of Leeds, 2009. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.658554.

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Marketing theory has long ignored the influence of the natural environment in marketing strategy and its consequent performance. However, recent pressures by consumers, government regulators, and other stakeholders have been responsible for companies examining the potential of adopting a more environmentally-friendly approach in their marketing activities. In order to address this phenomenon, a growing body of literature has emerged over the years with the aim of understanding the nature of the link between organisations, strategy, marketing and the natural environment. Even though valuable knowledge has been built up, very little research has examined the driving forces and performance outcomes of incorporating environmental issues into marketing strategies. As a result, marketing managers today lack a clear framework that could guide them in effectively transforming their good environmental intentions into profitable business opportunities. Against this backdrop, this thesis examined the concept of enviro-marketing strategy, which reflects the integration of environmental concerns into the firm's marketing strategy. Drawing on the Industrial Organisation theory and the Structure-Conduct-Performance paradigm, a comprehensive model of antecedents and consequences of an enviro-marketing strategy was developed. This model incorporated a number of hypotheses pertaining to: (a) the external and internal structural factors influencing the firm to adopt environmentally-friendly marketing strategies; (b) the ultimate impact of such strategies on marketing performance; and (c) the moderating role of environmental marketing strategy proactiveness on the achievement of superior marketing performance. By implementing a longitudinal study design and a large-scale mail survey, the model was empirically tested among a sample of 183 UK industrial producers. Using structural equation modelling, it was revealed that managers' perceptions of high market attractiveness and dynamism lead to higher adoption of environmental marketing strategies, while perceptions of high competitive intensity were not found to be significantly related. Similarly, the personal environmental sensitivity of managers, together with the existence of specialised environmental procedures and high cross-functional coordination, were found to be instrumental in the adoption of green marketing strategies. With regard to performance, the results indicate that past financial performance is essential for organisations to embark on environmental marketing strategies. However, their implementation produces higher performance results for organisations one year later. Importantly, it was demonstrated that this is particularly true when environmental marketing strategies are implemented on a pro active, rather than a reactive, basis. These results have important implications for practitioners, policy-makers, and marketing educators in dealing with environmental issues in an effective way. Finally, several limitations derived from the study are considered, along with directions for future research on the subject.
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Ye, Tao. "Product and marketing strategy study in China." Thesis, Massachusetts Institute of Technology, 1996. http://hdl.handle.net/1721.1/10941.

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Kitchenko, O. N. "Choice of marketing strategy of price determination." Thesis, Національний технічний університет "Харківський політехнічний інститут", 2019. http://repository.kpi.kharkov.ua/handle/KhPI-Press/47019.

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38

Goossens, Peter. "Mobile Marketing as a strategy in CRM." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-72680.

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Mobile marketing is a young and still developing strategy in marketing. It thanks its creation and rapid evolution to the growth of mobile devices, such as mobile phones and tablets. This paper's research question, "can mobile marketing be used as a strategy in CRM?" investigates the strength of mobile marketing, its application and use by marketers as their sole or part of their marketing campaign and as strategy in customer relationship management (CRM). The two main components of the research question are mobile marketing and CRM. Mobile marketing is part of the marketing mix, namely promotion. CRM on the other hand is a business strategy which is designed to reduce costs and increase profitability by solidifying customer loyalty. According to Pousstchi and Wiedemann (2006), there are 6 objectives of mobile marketing, and a Mobile campaign is based on 12 critical success factors (CSF) (Scornavacca E., McKenzie J.). These CSFs range from related content, permission, personalisation to time and response time. If mobile marketers take these CSFs into account when creating their mobile marketing, then they raise the success rate of their mobile campaign significantly. Mobile devices are very personal items, people even take them with them when they visit the bathroom. This and the fact that most people have a cellphone and/or other mobile devices, make mobile marketing very appealing to be used as a marketing medium. Mobile marketers have several options, using mobile devices, to reach consumers. Internet plays a critical part, but new technologies such as 3G and Wifi have also eased the way of reaching consumers. SMS and MMS are two other commonly used messaging services in mobile marketing. With all the research of this paper, but with regard to its limitations, this research paper concludes that, if used properly, mobile marketing can be used as a CRM strategy.
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Chen, Shu. "Marketing Strategy of Cosmetics Industry in China." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162638.

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Today, in the context of globalization and Chinese "open door" policy, many different international cosmetics companies are going to the Chinese market and existing companies are trying to enlarge their appearance to earn more profit margins.The main aim for writing this thesis on this topic was to analyze Chinese cosmetics industry environment via PEST analysis and the development of the industry. It's important to select a marketing strategy when doing business in China because of the huge difference between Chinese social and business culture in the Western countries.
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Lin, Huei-Jing, and 林慧晶. "Database Marketing-Customer Valuation & Marketing Strategy." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/89001265797385286167.

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碩士
國立臺灣大學
國際企業學系
85
In this age of diversity, marketers find that the traditional marking methods are no longer as effective as before. In order to get close to the customer, micromarketing such as niche marketing, relationship marketing and database marketing have been developed to be the more appropriate methods.Database marketing is a practical framework for the other micromarketing methods, and little attention was paid to the overall thinking of the implementation procedure. So the main objectives of this article are to: 1. Understand the definition of database marketing compared to the other micromarketing methods thoroughly.2. Plan the construction of database marketing strategically.3. Compare the customer valuation methods and empirical results in the database marketing.4. Develop different marketing strategies for the different customers.
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Chu, Jia Li, and 朱佳莉. "The Marketing Strategy of multi-level marketing." Thesis, 1994. http://ndltd.ncl.edu.tw/handle/65089405155727183606.

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Rubow, Thomas. "IBM Online Marketing Strategy." Master's thesis, 2016. http://hdl.handle.net/10362/20562.

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CEMS
This project has been carried out in cooperation between IBM Client Center Moscow and a team of CEMS Students at GSOM. The first part is to do research on where a target group of CIO’s, Chief Engineers and IT Managers are active online and are discussing business pain points, this is done across several industries. The second part is focusing on the development of a strategy, that when implemented, can fulfill IBM Client Centers strategic goals. There is furthermore in this paper included an academic discussion where entrepreneurial frameworks from NOVA courses are discussed and linked to the Business Project. Finally, there is a personal reflection that seeks to improve future team performances.
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Hlaváčková, Tereza. "Marketing strategy change management." Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-428726.

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The main aim of the diploma thesis is to suggest a sophisticated methodology of change management while changing marketing strategy in a company. The result of this thesis is the consistent methodology that can be used by any company that desires to change their contemporary strategy. Managing change is based on Lewin’s model of change management in this work. The practical part will comprise two sections one of which will be devoted to the mentioned methodology of the strategy change management process and the latter to the application of the methodology to a particular company intending to change its current strategy.
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Du, Toit Ronald. "Strategic marketing options." Thesis, 2011. http://hdl.handle.net/10500/3978.

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BLAŽEK, Pavel. "Strategický marketing včetně projektové studie." Master's thesis, 2007. http://www.nusl.cz/ntk/nusl-47173.

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The object of the diploma work is strategic marketing of a selected company. The objective consists in elaboration of the project study, by another name in suggesting the marketing strategy. The diploma work consists of the theoretical and practical part. The theoretical part includes the explanation of terms like strategy and strategic management. Then it follows the progression of strategic marketing process, which includes the planning, realization and control phase. In the phase of planing, it introduces methods of environmental analysis and its evaluation as a part of making strategic decision. The practical part includes the description of Mountfield Company Ltd. and environmental analysis, which conclusion is SWOT analysis. The position in the GE and BCG matrix is described below. On these fact there is the marketing strategy created.
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ČERMÁK, Jiří. "Marketingová strategie zvolené firmy." Master's thesis, 2008. http://www.nusl.cz/ntk/nusl-49002.

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The aim of this master thesis is a proposal of new marketing strategy in a chosen company. Necessary theoretical background and the process of implementation of the strategy in the field of marketing and marketing analysis are characterized in the introductory parts of the thesis. The research conducted in the application part was done in the MK Profi, s. r. o. The description of marketing process and possible ways of finding a new strategy are the main aims in this part. The conclusion of the thesis is finding the most suitable marketing strategy and its implementation in the chosen company.
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Hung, C. Y., and 洪哲裕. "Credit scoring and marketing strategy." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/45104606941012947616.

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碩士
輔仁大學
應用統計學研究所
86
ABSTRACT Credit scoring is a scientific rating approach to determining which applicants are granted credit. In Taiwan, the amount of outstanding credit has increased rapidly in last 10 years, the financial institutions and other credit-grantors have had to develop efficient and sophisticated tools for controlling the granting and monitoring of such credit. This paper considers (1) the general perception to trace the consumers'' attribution, (2) the reasons of not having credit cards to target marketing sources, (3) the consideration for applying new credit cards to forecast activity level in the future and (4) to develop an objective credit scoring. The investigation also includes questions of the degrees of satisfaction for cardholders and their consuming activities and patterns. We study the graduate students of Fu Jen university as the base of our sampling population. In our study, we found the three most significant considerations for credit-card consumer are the amounts of membership fee, the convenience of ways of payment and the credit-line for cardholders, in terms, these can be used as conditions to manage portfolio of marketing strategies. We also used discriminant analysis and logistic regression to identify performance(creditworthiness) categories based on the factors of the abilities and willingness of repayments from credit applicants.
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Peng, Hung-Jei, and 彭洪杰. "Database Marketing Strategy and Performance." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/12698921858465313083.

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"Marketing strategy for Jaguar Kowloon." Chinese University of Hong Kong, 1992. http://library.cuhk.edu.hk/record=b5887134.

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by Ho Man-Hung, Mok Sui-Wah.
Thesis (M.B.A.)--Chinese University of Hong Kong, 1992.
Includes bibliographical references (leaf 90).
ABSTRACT --- p.ii
TABLE OF CONTENTS --- p.iv
LIST OF TABLES --- p.vi
CHAPTER
Chapter 1. --- INTRODUCTION --- p.1
Chapter 1.1 --- Company Background - Jaguar Kowloon --- p.1
Chapter 1.2 --- Scope and Statement of Problems --- p.3
Chapter 1.3 --- Research Objectives --- p.5
Chapter 2. --- MARKET SITUATION ANALYSIS --- p.6
Chapter 2.1 --- Macro-Environment --- p.6
Chapter 2.2 --- Product --- p.7
Chapter 2.3 --- Promotion --- p.10
Chapter 2.4 --- Distribution --- p.11
Chapter 2.5 --- Price --- p.12
Chapter 3. --- RESEARCH METHODOLOGY --- p.14
Chapter 3.1 --- Research Design --- p.14
Chapter 3.2 --- Data Collection Method --- p.16
Chapter 3.3 --- Sampling --- p.24
Chapter 3.4 --- Fieldwork --- p.26
Chapter 3.5 --- Analysis --- p.28
Chapter 4. --- RESEARCH FINDINGS --- p.33
Chapter 4.1 --- Exploratory Research Findings --- p.33
Chapter 4.2 --- Descriptive Research Findings --- p.38
Chapter 5. --- LIMITATIONS --- p.68
Chapter 6. --- RECOMMENDATIONS --- p.70
Chapter 6.1 --- Short-Term Recommendations --- p.70
Chapter 6.2 --- Long-Term Recommendations --- p.73
Chapter 7. --- CONCLUSION --- p.75
APPENDIX I List of Models in Luxury Car Sector --- p.77
APPENDIX II The Questionnaire for Exploratory Research --- p.78
APPENDIX III The Questionnaire for Descriptive Research --- p.80
APPENDIX IV Tables Not Included in the Chapter on Research Findings --- p.81
APPENDIX V References --- p.90
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Yang, Xing-Chung, and 楊興中. "Marketing Strategy of Catering Industry." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/dgagjq.

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碩士
亞洲大學
經營管理學系碩士在職專班
105
The purpose of this study is to understand the relationship between online marketing and catering industry, to conduct interviews with restaurant operators in real time, and to plan and conduct a series of interviews and questions by way of prior communication and understanding. Summed up the network marketing in the restaurant industry, a key factor. The results of the study found that the past, the restaurant industry, customers are passive acceptance of marketing strategies, but now the customer and the industry is a reciprocal, making friends relationship. Therefore, want to create customers, the key to success or failure is to touch the customer's senses, with the resonance. For the restaurant industry, food is not the only focus, must be through the various elements of the restaurant, in order to meet the different styles of customers. The conclusions are as follows: First, you can establish a profound experience: the establishment of restaurant brand positioning. Second, to share customer experience: to enhance the customer's preferences of the restaurant, feel, virtually let the parties become important marketing channels for the restaurant. Third, make good use of marketing materials and pipelines, to create the number of visitors: experience and sharing is the essence of restaurant marketing, and marketing the best way is to make good use of marketing materials, to convey the marketing theme you want to elaborate.
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