Tools of Marketing Mix in the Firm ELIM Limited Liability Company

The aim of the work was to collect information about a manufacturing company as a base for analysis of all the activities performed in relation to marketing concept application. A part of the thesis was dedicated to a survey of competitors operating on the market with light fittings. In my opinion the company has a quality product and is striving for its regular innovation to meet the current requirements of the developing market. The company produces a wide range of light fittings with various functions. The range of products is intended both for domestic use and for industrial applications. A part of the demand on the industrial market is influenced by the demand of end users. The price is set to a low level, which is satisfactory at the moment. The aim is to ensure a market segment for the company. The price as a part of the marketing mix is affected by high competition. As the brand has not developed a strong reputation yet the company is only competitive on the price basis. First it wants to create a segment and a position on the market and then to increase the price. The pricing method is cost-oriented (the price minimum limit). The company should plan the product promotion and should not underestimate the strength of communication. Communication should cover consumers, retailers as well as organizations. The company particularly applies personal communication. It should promote both, its products and the company itself. The company should get into customers? awareness as a supplier of quality light fittings. The distribution system is well designed; however the company should try to penetrate further market spheres, to evaluate distributors and to offer the products through a quality distributor. The distribution strategy corresponds with that of a small production company with big customers. The company tries sending large consignments to save transport costs. It particularly motivates customers to buy in bulk by means of quantity discounts