Marketingová strategie u vybraného produktu na příkladu společnosti DuPont
- Publisher: Vysoká škola ekonomická v Praze
segmentation; marketing; international markets; DuPont; mezinárodní trhy; globalization; paving; segmentace; asfalt; globalizace
The bachelor thesis "Marketing Strategy of a Chosen Product on The Example of DuPont" is aimed at analyzing the marketing strategy and marketing mix of the Elvaloy material which is used in paving segment. The main applied methodology is called situation analysis through which the author compares individual key markets, reviews internal and external conditions of the company and studies the competition. The main objective of the thesis is also to present diminishing differences between industrial and consumer marketing and creation of new hybrid marketing concepts. As a main motive force of this step change is in this case considered globalization and its associated effects.