| Abstract [eng] |
The present Master Paper analyzes theoretical and practical aspects of marketing strategy formation. The theoretical part formulates theoretical background for marketing strategy formation, includes detailed analysis of external marketing factors from the theoretical point of view, describes strategies of market segmentation, target markets’ selection and positioning as well as separate strategies of marketing elements, and characterizes marketing assessment and necessity of strategic control. The practical part of the Paper includes analysis of external and internal environment, analysis of the company’s documentation and the model of marketing strategy formation for the ice-cream production company based on the results of clients’ analysis. |
