| Abstract: | The thesis encompasses an analysis of the marketing mix of the company KEV d.o.o., which is engaged in mechanical engineering, metal processing and reprocessing, and produces components for several larger companies operating in the automotive industry and the small household appliances industry. The company operates primarily in business-to-business markets. The primary purpose of the thesis is to analyze the marketing mix of KEV d.o.o. and to provide proposals for improving its marketing mix activities. First, we defined the relevant theoretical foundations in the field of the marketing mix and marketing in business-to-business markets. We also outlined the specifics of the marketing mix elements in business-to-business markets. In the empirical part, we briefly presented the company KEV d.o.o., its suppliers and customers, as well as a SWOT analysis. An interview with the company’s director was conducted, which facilitated the analysis of individual marketing mix elements. This was followed by an analysis of price, product, distribution, and promotion in KEV d.o.o. For each element of the marketing mix, we proposed improvements to the current state. Regarding the product, we analyzed the company’s serial production program as well as custom production at KEV d.o.o. We also analyzed the company’s offers, purchase contracts, specifications, quality, and new product development. We suggested that the company use better materials in its production process, employ faster manufacturing methods, reduce the amount of waste in both production and packaging, and introduce new quality standards. In terms of pricing, we analyzed the pricing of services and products in the company, price negotiations, and payment terms. We made concrete proposals regarding negotiations and suggested that the company analyze competitor prices and calculate the break-even point when setting prices. Within the scope of distribution channel analysis, we examined the company’s distribution channels, inventory, and inventory management. We recommended that the company develop an application for online order tracking, digitize warehouse processes, inform customers about order status and delivery times, and prepare surveys to measure customer satisfaction. In the field of marketing communication, we analyzed the current state of advertising, personal selling, sales promotion, and public relations. Since the company currently does not devote much attention to marketing communication, we proposed that it increase its online presence, update promotional materials, and use digital channels for advertising. As part of this chapter, we created a website, designed promotional materials, developed LinkedIn and Facebook profiles, and, in cooperation with the company, produced a video presentation of the company. In the future, the company will also begin using search engine optimization. |
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