| dc.contributor.advisor |
Ďaďo, Jaroslav
|
|
| dc.contributor.author |
Číž, Roman
|
|
| dc.date.accessioned |
2010-07-13T14:53:20Z |
|
| dc.date.available |
2010-07-21T08:57:03Z |
|
| dc.date.issued |
2006-05-12 |
|
| dc.identifier |
Elektronický archiv Knihovny UTB |
cs |
| dc.identifier.uri |
http://hdl.handle.net/10563/874
|
|
| dc.description.abstract |
V diplomovej práci sa venuje pozornosť analýze ako metóde skúmania v marketingu, pričom záujem sa sústreďuje práve na marketingovú analýzu makrookolia a odvetvia. Pre potreby analýzy odvetvia je zvolený teoretický model piatich síl, tzv. Porterov model, ktorý je aplikovaný na odvetvie spracovania mlieka. Sleduje sa krátky vývoj tohto odvetvia, všet-ky sily, ktoré v ňom pôsobia a na základe toho je určené, nakoľko je toto odvetvie búrlivé alebo naopak kľudné. Práca obsahuje testy hypotéz, či možno na základe týchto analýz po-vedať, že odvetvie spracovania mlieka je pre vybranú spoločnosť stále dostatočne atraktív-ne. V projektovej časti je na základe výsledkov analytickej časti pre spoločnosť navrhnutá odporúčaná stratégiu do budúcnosti. |
cs |
| dc.format |
98 |
cs |
| dc.format.extent |
1415041 bytes |
cs |
| dc.format.mimetype |
application/pdf |
cs |
| dc.language.iso |
cs |
|
| dc.publisher |
Univerzita Tomáše Bati ve Zlíně |
|
| dc.rights |
Práce bude přístupná pouze v rámci univerzity od 12.05.2008 |
|
| dc.subject |
marketingová analýza
|
cs |
| dc.subject |
makrookolie
|
cs |
| dc.subject |
mlieko spracujúce odvetvie
|
cs |
| dc.subject |
Porterov model
|
cs |
| dc.subject |
dodávatelia
|
cs |
| dc.subject |
odberatelia
|
cs |
| dc.subject |
hrozba substitútov
|
cs |
| dc.subject |
hrozba vstupu nových spoločností
|
cs |
| dc.subject |
konkurencia. SWOT analýza
|
cs |
| dc.subject |
kľúčové faktory úspechu
|
cs |
| dc.subject |
implementácia
|
cs |
| dc.subject |
stratégia
|
cs |
| dc.subject |
strategická kontrola
|
cs |
| dc.subject |
marketing analysis
|
en |
| dc.subject |
macro environment
|
en |
| dc.subject |
milk processing sector
|
en |
| dc.subject |
Porter model
|
en |
| dc.subject |
suppliers
|
en |
| dc.subject |
customers
|
en |
| dc.subject |
risk of substitutes
|
en |
| dc.subject |
new companies market entrance
|
en |
| dc.subject |
competitors
|
en |
| dc.subject |
SWOT analysis
|
en |
| dc.subject |
key success factors
|
en |
| dc.subject |
implementation
|
en |
| dc.subject |
strategy
|
en |
| dc.subject |
strategic control
|
en |
| dc.title |
Marketingová analýze odvětví a projekt marketingové strategie |
cs |
| dc.title.alternative |
Marketing analysis of sector and project of marketing strategy |
en |
| dc.type |
diplomová práce |
cs |
| dc.contributor.referee |
Chovancová, Miloslava |
|
| dc.date.accepted |
2006-06-01 |
|
| dc.description.abstract-translated |
A special care in dissertation is dedicated to analysis as a method of marketing research, especially to sector marketing analysis and its macro environment. The analysis was per-formed based on theoretical model of five forces called Porter model, which is applied to milk processing sector. Short-term sector development is followed including impacts, which influenced it, based on this observations sector stability is determined. The dissertation in-cludes hypothesis verifying if following analyses conclude that milk-processing sector is for the chosen company still enough attractive. In project part of dissertation is recommended future strategy for this company. |
en |
| dc.description.department |
Ústav managementu |
cs |
| dc.description.result |
obhájeno |
cs |
| dc.parent.uri |
http://hdl.handle.net/10563/174
|
cs |
| dc.parent.uri |
http://hdl.handle.net/10563/220
|
cs |
| dc.rights.auth |
IP |
cs |
| dc.thesis.degree-discipline |
Management a marketing |
cs |
| dc.thesis.degree-discipline |
Management and Marketing |
en |
| dc.thesis.degree-grantor |
Univerzita Tomáše Bati ve Zlíně. Fakulta managementu a ekonomiky |
cs |
| dc.thesis.degree-grantor |
Tomas Bata University in Zlín. Faculty of Management and Economics |
en |
| dc.thesis.degree-name |
Ing. |
cs |
| dc.thesis.degree-program |
Ekonomika a management |
cs |
| dc.thesis.degree-program |
Economics and management |
en |
| dc.identifier.stag |
3804
|
|
| dc.date.assigned |
2006-03-06 |
|
| utb.result.grade |
B |
|
