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Brno University of Technology Vysoké Učení Technické V Brně BRNO UNIVERSITY OF TECHNOLOGY VYSOKÉ UČENÍ TECHNICKÉ V BRNĚ FACULTY OF BUSINESS AND MANAGEMENT FAKULTA PODNIKATELSKÁ INSTITUTE OF ECONOMICS ÚSTAV EKONOMIKY MARKETING STRATEGY OF CHOSEN COMPANY MARKETINGOVÉ STRATEGIE VYBRANÉ FIRMY MASTER'S THESIS DIPLOMOVÁ PRÁCE AUTHOR Bc. Marek Svatý AUTOR PRÁCE SUPERVISOR Ing. Vít Chlebovský, Ph.D. VEDOUCÍ PRÁCE BRNO 2017 Specification Master's Thesis Department: Institute of Economics Student: Bc. Marek Svatý Study programme: Economics and Management Study branch: European Business and Finance Leader: Ing. Vít Chlebovský, Ph.D. Academic year: 2016/17 Pursuant to Act no. 111/1998 Coll. concerning universities as amended and pursuant to the BUT Study Rules, by the Director of the Institute, you have been assigned a Master's Thesis entitled: Marketing Strategy of Chosen Company Characteristics of thesis dilemmas: Introduction Goals of the Theses Theoretical Foundations Current Situation Analysis Proposals and Contribution Conclusion References List of Appendices Objectives which should be achieve: The aim of the diploma thesis is to analyze the marketing strategy of chosen company and proposal for its improvement. Basic sources of information: BLAŽKOVÁ, Martina. Marketingové řízení a plánování pro malé a střední firmy. Praha: Grada, 2007. ISBN 978-80-247-1535-3. BOUČKOVÁ, Jana. Marketing. Praha: C.H. Beck, 2003. Beckovy ekonomické učebnice. ISBN 80- 7179-577-1. HORÁKOVÁ, Helena. Strategický marketing. Praha: Grada, 2000. Manažer. ISBN 80-7169-996-9. JAKUBÍKOVÁ, Dagmar. Strategický marketing. Praha: Grada, 2008. Expert (Grada). ISBN 978-8- -247-2690-8. Faculty of Business and Management, Brno University of Technology / Kolejní 2906/4 / 612 00 / Brno KOTLER, Philip a Gary ARMSTRONG. Marketing. Praha: Grada, c2004. ISBN 80-247-0513-3. KOTLER, Philip a Kevin Lane KELLER. Marketing management. Praha: Grada, 2007. ISBN 978-8- -247-1359-5. Deadline for submission Master's Thesis is given by the Schedule of the Academic year 2016/17 In Brno dated 31.3.2017 L. S. doc. Ing. Tomáš Meluzín, Ph.D. doc. Ing. et Ing. Stanislav Škapa, Ph.D. Director of the Institute Dean Faculty of Business and Management, Brno University of Technology / Kolejní 2906/4 / 612 00 / Brno Abstrakt 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. Abstract This diploma thesis deals with the proposal of an international marketing strategy for the English company Gourmet Burger Kitchen, which would like to expand to foreign markets. The work is divided into three main parts. The first part explains basic marketing concepts, determines the elements of marketing strategy and deals with the theoretical knowledge of individual methods and analyzes. Then, both internal and external business environment is evaluated using these analyzes. Another part of the diploma thesis deals with the GBK itself, its development and the services it provides to its customers. In the last part, the author summarizes the analysis of the company's entry into the Czech market, its objectives and possible strategies. Klíčová slova Marketing, strategie, zahraniční expanze, marketingová strategie, marketingový plán Key words Marketing, strategy, foreign expansion, marketing strategy, marketing plan Bibliographic citation Svatý, M. Marketing strategy of chosen company. Brno: Brno University of Technology, Faculty of Business and Management, 2017. 83 p. Thesis Supervisor Ing. Vít Chlebovský, Ph.D. Statutory declaration I hereby declare that submitted master’s thesis in an original and was elaborated entirely by myself. I also declare that list of references is complete and my thesis did not violate the copyright law, within the meaning of Law no. 121/2000Sb., on copyright and rights related to copyright. Brno, 20th of July 2017 …………………………… Bc. Marek Svatý Acknowledgement I want to use this given opportunity to express my gratitude to Ing. Vít Chlebovský Ph.D., who supervised my master’s thesis and guide me through the pitfalls embedded in the matters of this topic. I would like to also thank to Ing. Ivana Palarčíková for her precious time which she selflessly invested into this master’s thesis. At the same time, I would like to thank my family and girlfriend for the support provided throughout my student years. Content 1. Introduction .......................................................................................................... - 9 - 1.1. Goals of the thesis ......................................................................................... - 9 - 2. Theoretical Foundations .................................................................................... - 10 - 2.1. Marketing concept ....................................................................................... - 10 - 2.2. Situation analysis ........................................................................................ - 12 - 2.2.1. Marketing research .............................................................................. - 13 - 2.2.2. SWOT analysis .................................................................................... - 14 - 2.2.3. PEST analysis ...................................................................................... - 14 - 2.2.4. Porter's five forces analysis ................................................................. - 14 - 2.2.5. Prognosis .............................................................................................. - 15 - 2.3. Marketing goals ........................................................................................... - 16 - 2.4. Marketing strategy ...................................................................................... - 16 - 2.4.1. Marketing mix ...................................................................................... - 19 - 2.4.2. Portfolio Analysis ................................................................................ - 19 - 2.4.3. Life Cycle Analysis ............................................................................. - 21 - 2.5. Budget ......................................................................................................... - 22 - 2.6. Action programs .......................................................................................... - 22 - 2.7. Budget ......................................................................................................... - 23 - 2.8. Monitoring and control ............................................................................... - 23 - 3. Analytical part .................................................................................................... - 24 - 3.1. Current situation analysis ............................................................................ - 24 - 3.1.1. Company profile .................................................................................. - 24 - 3.2. External analysis ......................................................................................... - 25 - 3.2.1. PEST analysis ...................................................................................... - 25 - 3.3. Microenvironment analysis ......................................................................... - 29 - 3.3.1. Characteristics of the industry ............................................................. - 29 - 3.3.2. Structure of the sector .......................................................................... - 30 - 3.3.3. Elements characterizing the catering and hospitality market in CR .... - 30 - 3.3.4. Potential of growth ............................................................................... - 30 - 3.3.5. Key factors in this development .......................................................... - 31 - 3.4. Analysis of competitive enviroment ........................................................... - 31 - 3.5. Analysis of the questionnaire survey .......................................................... - 34 - 3.6. Externí syntéza ............................................................................................ - 36 - 3.6.1. Opportunities ....................................................................................... - 36 - 3.6.2. Threats ................................................................................................. - 37 - 3.6.3. Critical success factors ......................................................................... - 37 - 3.7. Internal Analysis ......................................................................................... - 38 - 3.7.1. Life Cycle Analysis ............................................................................. - 39 - 3.7.2. Marketing Mix ..................................................................................... - 40 - 3.7.3. Internal synthesis ................................................................................. - 45 - 3.8. SWOT analysis...........................................................................................
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