Brand building BTL zdravotnická technika a.s.

The first chapter of the thesis describes the world and Czech medical devices markets and its present trends. The second chapter is aimed to describe the company BTL zdravotnická technika a.s., its history, range of products and market position. The next chapter describes marketing strategy, including the SWOT analysis and BCG matrix of the range of products. In the fourth chapter I analyze 3 most problematic markets in the Western Europe and competitive companies in those markets. The fifth chapter includes detailed SWOT analysis of distributors and subsidiaries. These analysises are essential for the final chapter where I recommend whether the company should continue with the sales via distributors of whether it should make its own subsidiaries