Marketing strategy of a selected international company

Recently the role of marketing strategy for a company has significantly increased. Marketing strategy -- as a main plan which not only includes product, promotion, distribution, and pricing approach, but also determines the choice of market segment, positioning, and allocation of resources -- has become vital for a company. The main goal of the thesis will be to analyze and assess presently used marketing strategy of Philips Lighting in the Czech Republic in business to business market. Therefore, analyses that should be conducted before formulating a marketing strategy will be clarified. Since a wide variety of approaches to the categorization of marketing strategy exists, it will not be the goal of the author to deliver a complete enumeration of marketing strategies. With regards to the subject, classification reflecting company's position in the market, product life cycle period and market situation will be explained. Consequently, having acquired knowledge of marketing strategy categorization, and based mainly on the SWOT and Porter's industry analysis, recommendations and correcting measurements of Philips Lighting marketing strategy will be suggested