03547ntm a22005537i 4500 000549415 CZ-PrVSE 20180915190850.0 m d cr n|||||||||| 180915s2018 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Spišáková, Tereza ISIS:108015 dis Návrh marketingového mixu pro společnost prodávající vrtáky do dlaždic eng Proposal of Marketing Mix for a Company Selling Tile Drill Bits / Tereza Spišáková 2018 ?? stran : digital, PDF soubor Vedoucí práce: Miroslav Karlíček Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2018 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2018 The objective of this study is to propose changes within marketing mix of tile drill bits of Company X that would have a positive impact on product's revenues. To reach this goal a combination of analysis of internal and external secondary and qualitative analysis in a form of semi-structured interviews and expert judgement technique were conducted. The qualitative part of the research was executed with Company's X HUB product managers, who are considered to be experts on a given research topic. Based on the research author proposed to extend the length of tile drill bits portfolio with six additional diameters and to include additional accessories such as an adapter and starter kit with a dust collector that would create a full system for easy and convenient drilling into tiles. Within pricing author suggested to apply current pricing model also on the new parts of the portfolio since it was identified as adequate. Additionally, focus on Company’s X chain of stores and internal sales force as primary sales channels was recommended in order to create attention towards the product. In order to ensure the effectiveness of the promotional campaign, combined launch with complementary tool and the iconic Company’s X case for starter kit was proposed. All the outcomes of the study are detailly described in conclusions part of this thesis. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Marketing mix Product portfolio analysis Price Promotion Tile drill bits Place Karlíček, Miroslav, 1979- vse2010558291 ths Bruyndonckx, Steven opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/64617/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/64617 Hlavní práce https://insis.vse.cz/zp/64617/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/64617/posudek/oponent/58770 Oponentura https://insis.vse.cz/zp/64617/priloha/17617 Přiloha k práci https://insis.vse.cz/zp/64617/priloha/17618 Přiloha k práci https://insis.vse.cz/zp/64617/podrobnosti dc:identifier NEPOSILAT VSKP vse64617 180908 64617