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Vysoké Učení Technické V Brně Brno University of Technology

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Vysoké Učení Technické V Brně Brno University of Technology VYSOKÉ UČENÍ TECHNICKÉ V BRNĚ BRNO UNIVERSITY OF TECHNOLOGY FAKULTA PODNIKATELSKÁ FACULTY OF BUSINESS AND MANAGEMENT ÚSTAV MANAGEMENTU INSTITUTE OF MANAGEMENT NÁVRH KOMUNIKAČNÍHO MIXU PODNIKU PROPOSAL OF COMMUNICATION MIX OF COMPANY DIPLOMOVÁ PRÁCE MASTER'S THESIS AUTOR PRÁCE Bc. Jan Machala AUTHOR VEDOUCÍ PRÁCE Ing. František Milichovský, Ph.D. SUPERVISOR BRNO 2016 Vysoké učení technické v Brně Akademický rok: 2015/2016 Fakulta podnikatelská Ústav managementu ZADÁNÍ DIPLOMOVÉ PRÁCE Machala Jan, Bc. Řízení a ekonomika podniku (6208T097) Ředitel ústavu Vám v souladu se zákonem č.111/1998 o vysokých školách, Studijním a zkušebním řádem VUT v Brně a Směrnicí děkana pro realizaci bakalářských a magisterských studijních programů zadává diplomovou práci s názvem: Návrh komunikačního mixu podniku v anglickém jazyce: Proposal of Communication Mix of Company Pokyny pro vypracování: Úvod Vymezení problému a cíle práce Teoretická východiska práce Analýza problému a současná situace Vlastní návrhy řešení, přínos návrhů řešení Závěr Seznam použité literatury Přílohy Podle § 60 zákona č. 121/2000 Sb. (autorský zákon) v platném znění, je tato práce "Školním dílem". Využití této práce se řídí právním režimem autorského zákona. Citace povoluje Fakulta podnikatelská Vysokého učení technického v Brně. Seznam odborné literatury: JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy. 2., rozš. vyd. Praha: Grada, 2013, 362 s. ISBN 978-80-247-4670-8. KOTLER, Philip a Gary ARMSTRONG. Marketing. Praha: Grada, c2004, 855 s. ISBN 80-247-0513-3. KOTLER, Philip. Moderní marketing: 4. evropské vydání. 1. vyd. Praha: Grada, 2007, 1041 s. ISBN 978-80-247-1545-2. KOZEL, Roman. Moderní marketingový výzkum: nové trendy, kvantitativní a kvalitativní metody a techniky, průběh a organizace, aplikace v praxi, přínosy a možnosti. 1. vyd. Praha: Grada, 2006, 277 s. ISBN 80-247-0966-x. PELSMACKER, Patrick de, Maggie GEUENS a Joeri van den BERGH. Marketingová komunikace. Praha: Grada, 2003, 581 s. ISBN 80-247-0254-1. ZAMAZALOVÁ, Marcela. Marketing. 2. přeprac. a dopl. vyd. V Praze: C.H. Beck, 2010, xxiv, 499 s. ISBN 978-80-7400-115-4. Vedoucí diplomové práce: Ing. František Milichovský, Ph.D. Termín odevzdání diplomové práce je stanoven časovým plánem akademického roku 2015/2016. L.S. _______________________________ _______________________________ prof. Ing. Vojtěch Koráb, Dr., MBA doc. Ing. et Ing. Stanislav Škapa, Ph.D. Ředitel ústavu Děkan fakulty V Brně, dne 29.2.2016 ABSTRAKT Diplomová práce se zabývá vytvořením komunikačního mixu podniku a je rozdělena na teoretickou, analytickou a návrhovou část. Obsah teoretické části slouží jako podklad ke zpracování analytické části, kde jsou provedeny analýzy a zhodnocení současného stavu, a návrhové části, kde je navrhnut nový komunikační mix společnosti, jehož cílem by mělo být zvýšení povědomí o společnosti Sportsdirect s.r.o. a její brněnské pobočce a zlepšení komunikace se zákazníkem. Klíčová slova Komunikační mix, marketingový mix, reklama, marketing, analýza, propagace. ABSTRACT This thesis is concerned with a company communication mix. It is divided into a theoretical, analytical and a proposing section. Contents of the theoretical part serves as the basis for further processing in the analytical part where analysis and assessment of the current state is performed, as well as for the proposal part where a new company communication mix is proposed. Its purpose is to raise public awareness about Sportsdirect s.r.o., its Brno-based subsidiary in particular, and to strenghten its client communication strategy. Keywords Communication mix, marketing mix, promotion, marketing, analysis, advertisement. Bibliografická citace mé práce: MACHALA, J. Návrh komunikačního mixu podniku. Brno: Vysoké učení technické v Brně, Fakulta podnikatelská, 2016. 90 s. Vedoucí diplomové práce Ing. František Milichovský, Ph.D.. Čestné prohlášení Prohlašuji, že předložená diplomová práce je původní a zpracoval jsem ji samostatně. Prohlašuji, že citace použitých pramenů je úplná, že jsem ve své práci neporušil autorská práva (ve smyslu Zákona č. 121/2000 Sb., o právu autorském a o právech souvisejících s právem autorským). V Brně dne 22. května 2016 …………………………… Jan Machala Poděkování Na tomto místě bych rád poděkoval Ing. Františkovi Milichovskému, Ph.D., mému vedoucímu, za jeho odborné rady, vstřícnost, ochotu a pomoc při zpracovávání mé diplomové práce. Dále bych rád poděkoval mé rodině, u které jsem vždy našel pochopení a to jak při psaní diplomové práce, tak i po celou dobu celého studia, a také manažerovi brněnské pobočky společnosti Sportsdirect s.r.o. za poskytnuté informace a čas, který mi při zpracování této práce poskytl. OBSAH ÚVOD ............................................................................................................................... 7 CÍL DIPLOMOVÉ PRÁCE.............................................................................................. 8 1 TEORETICKÁ VÝCHODISKA PRÁCE ................................................................ 9 1.1 Definice marketingu ........................................................................................... 9 1.2 Marketingové prostředí .................................................................................... 10 1.2.1 Makroprostředí .......................................................................................... 11 1.2.2 Mikroprostředí .......................................................................................... 14 1.2.3 Porterův model 5 konkurenčních sil ......................................................... 16 1.3 SWOT analýza ................................................................................................. 18 1.3.1 Strategie vyplývající ze SWOT matice ..................................................... 19 1.4 Marketingový mix ............................................................................................ 19 1.4.1 Produkt ...................................................................................................... 20 1.4.2 Cena .......................................................................................................... 22 1.4.3 Distribuce .................................................................................................. 23 1.4.4 Marketingová komunikace ....................................................................... 24 1.5 Marketingová komunikace ............................................................................... 25 1.5.1 Komunikační modely ................................................................................ 27 1.5.2 Nástroje marketingové komunikace ......................................................... 28 1.6 Nové trendy marketingové komunikace .......................................................... 33 1.6.1 Guerilla marketing .................................................................................... 33 1.6.2 Ambush marketing .................................................................................... 34 1.6.3 Virální marketing ...................................................................................... 34 1.6.4 Buzz marketing ......................................................................................... 35 2 ANALÝZA PROBLÉMU A SOUČASNÉ SITUACE .......................................... 37 2.1 Charakteristika společnosti .............................................................................. 37 2.1.1 Vznik a historie společnosti ...................................................................... 37 2.1.2 Základní údaje o společnosti ..................................................................... 37 2.1.3 Sortiment společnosti ................................................................................ 38 2.1.4 Organizační struktura ................................................................................ 38 2.2 Marketingový mix ............................................................................................ 40 2.2.1 Produkt ...................................................................................................... 40 2.2.2 Cena .......................................................................................................... 41 2.2.3 Distribuce .................................................................................................. 41 2.2.4 Marketingová komunikace ....................................................................... 42 2.3 PEST analýza ................................................................................................... 46 2.3.1 Politické a právní faktory .......................................................................... 46 2.3.2 Ekonomické faktory .................................................................................. 49 2.3.3 Sociální faktory ......................................................................................... 50 2.3.4 Technické a technologické faktory ........................................................... 53 2.4 Porterova analýza 5 konkurenčních sil ............................................................ 54 2.4.1 Stávající konkurence v odvětví ................................................................. 54 2.4.2 Hrozba nových konkurentů ....................................................................... 58 2.4.3 Vyjednávací síla dodavatelů ..................................................................... 59 2.4.4 Vyjednávací síla odběratelů .....................................................................
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