Proposal of a marketing strategy



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Operational Activity

Total Costs and Income

Profit for Ordinary Activity

Ratio Indicators Analysis

No.

Indicator

2004

2005

2006

1.

Profitability

 

 

 

1.1.

Return on assets (ROA)

-0,33%

1,51%

0,86%

1.2.

Return on equity (ROE)

-6,13%

20,22%

20,06%

1.3.

Return on income

-0,14%

0,57%

0,80%

1.4.

Return on long-term capital

-0,85%

7,79%

12,02%

1.5.

Return on costs

-0,14%

0,54%

0,58%

1.6.

Net profit margin

-5,95%

6,46%

-4,87%

1.7.

Overall Costability

0,98

1,04

1,39

2.

Liquidity

 

 

 

2.1.

Current

1,56

1,18

2,26

2.2.

Quick

0,01

0,10

0,09

3.

Efficiency

 

 

 

3.1.

Assets turnover

2,47

2,66

1,08

3.2.

Current assets turnover

2,61

2,79

1,11

3.3.

Inventory turnover

14,29

19,5

2,7

3.4.

Period of current assets turnover (in days)

140

131

330

3.5.

Period of inventory turnover (in days)

26

19

135

3.6.

Period of outstandings turnover (in days)

113

101

182

3.7.

Period of debts turnover (in days)

98

94

85

4.

Capital Structure

 

 

 

4.1.

Debt-to-equity ratio

17,3

12,4

10,7

4.2.

Equity ratio

5%

7%

54%

4.3.

Debt-to-asset-ratio

95%

93%

46%

4.4.

Equity-to-asset-ratio

5,5%

7,5%

4,3%



1 Personal Development for the Book Smart – FAQs on Marketing

2 Great quotes about life, business, and motivation by topic and subject

3 „Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individuals and organizational objectives.“ Kohli, A.K, Jaworksi, B.J. Market Orientation: The Construct, Research Propositions, and Managerial Implications, Journal of Marketing, 54. 1990 pp.1-18

4 „Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.“ Dictionary on Web pages of American Marketing Association

5 Solomon, M.R., Marshall, G.W., Stuart, E.W. Marketing očima světových marketing manažerů, 2006, p. 34-36

6 Kotler, P. Principles of Marketing, 2005, p. 6

7 Harrell, G. D., Frazier, G.L. Marketing: connecting with customers. 1999, p.21

8 Kotler, P. Marketing Management, 2001, p. 99

9 E.g. such as the one of Kohli and Jaworski: „The marketing concept requires that customer satisfaction rather than profit maximization be the goal of an organization.“ Kohli, A.K, Jaworksi, B.J. Market Orientation: The Construct, Research Propositions, and Managerial Implications, Journal of Marketing, 54. 1990 pp.1-18

10 Kotler, P. Principles of Marketing. 2005, p.302

11 Such as porters, assistants, administrative forces.

12 Both first and second definition at Merriam-Webster´s Online Dictionary, 02.10.2007

13The Free Dictionary by Farlex – Thesaurus, 02.10.2007

14 „Strategy…is a unifying theme that gives coherence and direction to the actions and decisions of an individual or an organization.“ Grant, R.M. Contemporary Strategy Analysis, Oxford 2002, p.4

15 Mintzberg, H., Quinn, J., Ghoshal, S. The Strategy Process, 1998 , p. 25

16 „The strategy definition most commonly known today is as the art of analysing, projecting and directing campaigns“, Osama El-kadi,

17 e.g. Abell suggested that the definition should cover three dimensions: customer groups to be served, customer needs to be served, and technologies to be utilized. Cited from 12-manage – E-learning community on management: Defining the business of a company

18 „The entire marketing is usually described as „the process of analysing  marketing opportunities, selecting target markets, developing the marketing mix and managing the marketing effort.“ Kotler, P. Principles of Marketing. 2005, p. 24

19 Cit. according to Alsbury, A Jay, R. Quick Answers to Marketing Questions, 2001, p. 5-6. Except for the above mentioned marketing strategy, the other six are: Quality strategy, Innovation, Branding, Customer development, Supply chain management and Manufacturing strategy.

20 Grant, R.M. Contemporary Strategy Analysis: Concepts, Techniques, Applications, 2002, p.4

21 Kotler, P. Principles of Marketing. 2005, p.25

22 An example of a Marketing audit form can be found in the Appendices.

23 The most important ones will be described in chapt. 3.2. Strategy development.

24 Kumar, V., Aaker, D. A. and Day, G. S. Essentials of marketing research. 2002, p. 7

25 This shortcut is used for „product life cycle“.

26 We are well aware of the fact that other relations such as B2G can be found when dividing customers. For the purpose of this work suggested basic splitting suffices.

27 Buttle, F. Customer Relationship Management, p. 102

28 Kumar, V., Aaker, D. A., Day, G. S. Essentials of marketing research. 2002, p.3

29 Famous Quotes and Famous Sayings from Famous People

30 Marketing plans have to be prepared for each segment individually.

31 Kotler, P. Principles of Marketing. 2005, p.73

32 Kotler, P. Principles of Marketing. 2005, p.74-75

33 Kotler, P. Principles of Marketing. 2005, p.9

34 Kotler, P. Principles of Marketing. 2005, pp. 32-33

35 De Pelsmacker, P., Geuens, M. and Van de Bergh, J. Marketingová komunikace, 2003, p. 402

36 Kotler, P. Principles of Marketing. 2005, p.11

37 Kotler, P. Principles of Marketing. 2005, pp. 32-33

38 Buttle, F. Customer Relationship Management. 2004, p. 34

39 CRM ist die integrative Organisationseinheit, die in einer Matrixorganisation über die Bereiche Marketing, Vetrieb, Personal, Controlling etc. gelegt werden kann. Wesling, H. Aktive Kundenbeziehungen mit CRM: Strategien, Praxismodule und Szenarien. 2001, p. 12-13

40 Wesling, H. Aktive Kundenbeziehungen mit CRM: Strategien, Praxismodule und Szenarien, 2001, p. 15-16

41 Peppers, D., Rogers, M. A new marketing paradigm: share of a customer, not market share, 1995, pp. 14-18

42 Buttle, F. Customer Relationship Management, 2004, p. 3

43 McGarry Understanding the strategic value of customer relationship management, 2006, p. 72

44 CRM Barometer – 2006, p. 3

45 CRM Barometer – 2006, str. 13

46 Widmer, L. CRM: a risky bridge to the customer, 2002, p. 1

47 Rinelli, C. Western European Retail/Wholesale, IT Solutions Adoption and Investments: An IDC Survey, 2004, p. 33-34

48 CRM Barometer – 2005, p. 4

49 Buttle, F. Customer Relationship Management. 2004, p. 77

50 This suggestion result from above mentioned Capgemini 2006 survey.

51 The old classification lost its validity at the beginning of 2008. For more details see www.czso.cz

52 Johnson, G. and Scholes, K. Exploring Corporate Strategy, 1997, p.25

53 This vision cannot be found anywhere except for internal materials of the company. We consider this fact to be rather demaging company´s status and is to be changed.

54 Harrell, G. D., Frazier, G.L. Marketing: connecting with customers, p. 122

55 Fórum českého stavebnictví 2008, online text

56 According to the Czech Administrative Law the office can judge the enquiry for up to 60 days not mentioning the possible prolongations in case of incomplete documentation or other obstructions.

57 Vacek. J. Kvalitativní studie českého stavebnictví 2007, results summary

58 PPS are a common currency that eliminates the differences in price levels between countries allowing meaningful volume comparisons of GDP between countries. Zdroj: http://epp.eurostat.ec.europa.eu

59 It is value of all newly generated goods and services less the value of all goods and services consumed as intermediate consumption. The depreciation of fixed assets is not taken into account. Gross value added is compiled according to the industry that created it. Zdroj: http://epp.eurostat.ec.europa.eu

60 Total household consumption expenditure refers to expenditure incurred on the domestic territory, by residents and non-residents, on goods and services used for the direct satisfaction of individual needs. It covers the purchase of goods and services, the consumption of own production and the imputed rent of owner-occupied dwellings. The figures are expressed as proportion of GDP in %.

61 For more detailes and whole study – see http://www.czso.cz/csu/2007edicniplan.nsf/t/CD0041609D/$File/12010712t.pdf, 12.3.2008

62 In the financial analysis we could work with data from three years (2004, 2005 and 2006) only, because our collecting of information was stopped when our employment contract finished, e.i. in February 2008. From that time until this work was finished no financial data on 2007 were publically accessible, except for operational profit.

63 http://www.bdc.ca/en/my_project/Projects/articles/working_capital_ratios.htm?cookie%5Ftest=1

64 Profit of one facade is average profit calculated from 1 820 000 CZK operational profit divided by 8 sold pensile facade for the same time period. We are of course aware of the fact that some sold facades might have been result of previous promotional activities, however there are no records available for the previous years and according to proclamation of company´s responsibles, the same activities repeat every year in a more or less same extent.

65 As mentioned above we count on 45 companies as attendies, however some of them must be counted twice or even three times since being present this way at promotional activities.

66 In the same manner we could also discuss sponzorship which according to our quick calculations is also not well planned, but this way we would increase the extent of this work which already exceeds limits of a diploma work.

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