Hlavním cílem tohoto projektu je popsat a analyzovat marketingové strategie používané společností Worldhotel-link.com Limited a navrhnout takové marketingové strategie, které by vedly k efektivnímu rozšíření obchodní sítě. K dosažení těchto cílů popisuje nejprve teoretická část práce obecně používané obchodní strategie expanze společně s internetový-mi firmami působícími v oblasti cestovního ruchu. Projektová část se potom zabývá ná-vrhem strategie obchodního rozšíření sítě spolu s analýzou nového tržního potenciálu, tvorbou databáze partnerů, cenovou strategií a analýzou konkurence.
Annotation in English
The main objective of this project is to describe and analyze the marketing strategies used by company Worldhotel-link.com Limited and to propose the marketing strategies for the Worldhotel-link.com Limited which may lead to efficient business network expansion. For this reason, the theoretical part describes the common strategies for business network ex-pansion for internet operating companies in the field of tourism. In the project part there is a proposal of business network expansion strategy along with new market potential analy-sis, perspective partners? database creation, pricing strategy and competitors? analysis.
Keywords
Business Network, Franchise, internetový marketing, trh, Marketingová strategie, strategické aliance, cestovní ruch
Keywords in English
Business Network, Franchise, Internet Marketing, Market, Marketing Strategy, Strategic Alliances, Tourism
Length of the covering note
pg. 91
Language
AN
Annotation
Hlavním cílem tohoto projektu je popsat a analyzovat marketingové strategie používané společností Worldhotel-link.com Limited a navrhnout takové marketingové strategie, které by vedly k efektivnímu rozšíření obchodní sítě. K dosažení těchto cílů popisuje nejprve teoretická část práce obecně používané obchodní strategie expanze společně s internetový-mi firmami působícími v oblasti cestovního ruchu. Projektová část se potom zabývá ná-vrhem strategie obchodního rozšíření sítě spolu s analýzou nového tržního potenciálu, tvorbou databáze partnerů, cenovou strategií a analýzou konkurence.
Annotation in English
The main objective of this project is to describe and analyze the marketing strategies used by company Worldhotel-link.com Limited and to propose the marketing strategies for the Worldhotel-link.com Limited which may lead to efficient business network expansion. For this reason, the theoretical part describes the common strategies for business network ex-pansion for internet operating companies in the field of tourism. In the project part there is a proposal of business network expansion strategy along with new market potential analy-sis, perspective partners? database creation, pricing strategy and competitors? analysis.
Keywords
Business Network, Franchise, internetový marketing, trh, Marketingová strategie, strategické aliance, cestovní ruch
Keywords in English
Business Network, Franchise, Internet Marketing, Market, Marketing Strategy, Strategic Alliances, Tourism
Research Plan
Introduction
I. Theoretical Background
Describe the common strategies for business network expansion for internet operating companies in the field of tourism.
II. Practical Application
Describe and analyze the marketing strategies used by company Worldhotel-link.com Limited.
Propose the marketing strategies for the Worldhotel-link.com Limited which may lead to efficient business network expansion.
Evaluate the costs and the expected efficiency of the project.
Conclusion
Research Plan
Introduction
I. Theoretical Background
Describe the common strategies for business network expansion for internet operating companies in the field of tourism.
II. Practical Application
Describe and analyze the marketing strategies used by company Worldhotel-link.com Limited.
Propose the marketing strategies for the Worldhotel-link.com Limited which may lead to efficient business network expansion.
Evaluate the costs and the expected efficiency of the project.
Conclusion
Recommended resources
[1] KOTLER, F.; BOWEN, J. T.; MAKENS, J. C. Marketing for Hospitability and Tourism. 5th edition. Upper Saddle River, N.J.: Pearson Prentice Hall, 2010. 683 p. ISBN 978-0-13-245313-4.
[2] PASSIANTE, G.; MAIER, R. Evolving Towards the Internetworked Enterprise: Technological and Organizational Perspectives. 1st edition. Dordrecht, N.Y.: Springer, 2010. 213 p. ISBN 978-1-4419-7278-1.
[3] PILÍK, M. Business-to-Business Marketing. 1st edition. Zlín: Univerzita Tomáše Bati ve Zlíně, 2010. 126 p. ISBN 978-80-7318-918-1.
[4] REDING, E. E., Building an eBusiness: from the Ground Up. 1st edition. Boston, Il : McGraw-Hill, 2001. 164 p. ISBN 0072426365.
[5] TODEVA, E., Business Networks: Strategy and Structure. 1st edition. London: Routledge, 2006. 262 p. ISBN 0-415-36838-3.
Recommended resources
[1] KOTLER, F.; BOWEN, J. T.; MAKENS, J. C. Marketing for Hospitability and Tourism. 5th edition. Upper Saddle River, N.J.: Pearson Prentice Hall, 2010. 683 p. ISBN 978-0-13-245313-4.
[2] PASSIANTE, G.; MAIER, R. Evolving Towards the Internetworked Enterprise: Technological and Organizational Perspectives. 1st edition. Dordrecht, N.Y.: Springer, 2010. 213 p. ISBN 978-1-4419-7278-1.
[3] PILÍK, M. Business-to-Business Marketing. 1st edition. Zlín: Univerzita Tomáše Bati ve Zlíně, 2010. 126 p. ISBN 978-80-7318-918-1.
[4] REDING, E. E., Building an eBusiness: from the Ground Up. 1st edition. Boston, Il : McGraw-Hill, 2001. 164 p. ISBN 0072426365.
[5] TODEVA, E., Business Networks: Strategy and Structure. 1st edition. London: Routledge, 2006. 262 p. ISBN 0-415-36838-3.
