ŠTŮSEK J.
Abstract
The article “Marketing Study on Selected Product Assortment” deals with marketing study application at uniterruptible power supplies (UPS). For the purpose of the marketing study, there was selected a business subject, which represents selected market – it was company called Altron a.s. The company has already been present at market ten years and in 2000 year has the company occupied the largest market share among all the concurrence. The study is elaborated on market standby resources analysis and consequently marketing strategy analysis of the Altron a.s. When evaluating reached information, there are suggested certain changes in Altron procedures for the marketing strategy of the company to be in perfect harmony with present market development and also with increasing Internet influence on business. The term Internet is often mentioned as a medium, providing alternatives of marketing instruments solution. The Internet significance (when focusing on marketing and logistics in business) should not be in any way underestimated. The substantial part of the suggestions and recommendation for the company is based on Internet utilisation possibilities for marketing purposes. Market consolidation effect intra-Internet provides almost unlimited potential, which could be (when it is well understood and good timed) effectively used particularly in marketing area out. The article is author´s contribution to faculty subprogramme research “Competetive Strategy Creation”.
Key words:
Marketing, Marketing strategy, Marketing Mix, Uninterruptible Power Supply (UPS), Internet, Online marketing