Change of Marketing Strategy in Company X

In the diploma thesis, they will investigate how the change in marketing strategy will influence customers' perception so that they will see their company as the best supplier, and how the change in the strategy model will influence making it easier for salespeople to persuade customers to make a purchase. In the theoretical part, they first defined B2B marketing strategy and B2B marketing strategy in the service industry, as they wish to present how a company in manufacturing activity must approach different challenges in the field of marketing and what the right marketing strategy for physical products and services should be. They also described the LIFE educational programme and presented how it is possible to implement the new VKPZ strategy into all departments in the company with its help.

Problem

In the diploma thesis, they will investigate how the change in marketing strategy will influence customers' perception so that they will see their company as the best supplier, and how the change in the strategy model will influence making it easier for salespeople to persuade customers to make a purchase. In the theoretical part, they first defined B2B marketing strategy and B2B marketing strategy in the service industry, as they wish to present how a company in manufacturing activity must approach different challenges in the field of marketing and what the right marketing strategy for physical products and services should be.

They then used marketing analysis to determine what needs to be eliminated in the company if they wish to implement a change in marketing strategy. The core of the diploma thesis is the presentation of the VKPZ strategy. They speak particularly about the problems that their customers face daily in the production process.

With the right questions and insights about their problems, they wish to help them manage these problems based on their own knowledge and their own experience, as they wish to satisfy their needs and exceed their expectations. By using the VKPZ approach, they wish to place customers at the centre of all business processes, namely by proving that they can satisfy their needs and exceed their expectations. With their solutions, they wish to create an excellent customer experience.

Solution and Method

They also described the LIFE educational programme and presented how it is possible to implement the new VKPZ strategy into all departments in the company with its help. Within the framework of the central theme of changes in the workplace (the impact of the global pandemic, working from home), they summarised this new reality, which has affected the vast majority of all people. Due to the coronavirus crisis, everyone began to realise that it is possible to work much more virtually than they thought before the outbreak of the pandemic.

This has actually brought negative effects, but from the perspective of sustainability, positive ones, as the number of journeys has significantly decreased, and consequently the quantity of harmful emissions has also been reduced. However, as we are already establishing, the pandemic has had a short-term impact on the environment. The research method they chose and used in the diploma thesis is the in-depth interview.

They interviewed ten customers and the sales team.

Results

They wished to determine how the change in marketing strategy will influence customers' perception, whether they see us as the best supplier, and how the strategy has influenced making it easier for salespeople to persuade customers to make a purchase. They concluded the diploma thesis with the findings they arrived at using the aforementioned research method. They also provided suggestions and guidelines for improvements taking into account the change in marketing strategy.