Establishment of a Company in the Road Haulage Industry and the Impact of Digitalisation on Strategy Selection

The diploma thesis presents the establishment of a company that will initially engage in activities using tipper trucks and an excavator, with the possibility of expanding into freight forwarding in the future. The purpose of establishing the company is to satisfy the needs for such services and to operate profitably. Four hypotheses are formulated in the diploma thesis, and the answers are analysed in detail in the fourth chapter, where all research results are presented.

Problem

The diploma thesis presents the establishment of a company that will initially engage in activities using tipper trucks and an excavator, with the possibility of expanding into freight forwarding in the future. The purpose of establishing the company is to satisfy the needs for such services and to operate profitably. The aim of the diploma thesis is to determine through research whether it makes sense to open such a company in the present day, and to identify who the potential customers are and what is important to them.

Solution and Method

Four hypotheses are formulated in the diploma thesis, and the answers are analysed in detail in the fourth chapter, where all research results are presented. Responses were obtained through a questionnaire survey, and an analysis was also conducted on the basis of which the hypotheses were confirmed or refuted. Various strategies are of interest when establishing a company, namely the strategy of exploiting advantages and eliminating weaknesses, the strategy of exploiting market opportunities, the strategy of acquiring and retaining customers, the competitive strategy, the growth strategy, the marketing culture strategy, and the after-sales activities strategy.

The diploma thesis presents sales planning, which is broken down into quantitative sales forecasting and value-based sales forecasting. The procurement plan, advertising, and other marketing factors in the company are also presented. The impact of digitalisation is also very important.

The significance, advantages, and disadvantages of setting up a website are also presented. The success of the company is also influenced by communication between employees within the company and communication between employees and potential customers. When establishing a company, it is important to create a website, which is also defined in the diploma thesis.

A website can provide us with a greater opportunity to survive in the market as a newly established company. The diploma thesis presents what a website would mean for their company and what the disadvantages and advantages of a website are in their case. It is presented that if a website is well designed, it can be the most suitable form of advertising, despite the fact that considerable costs arise when setting up a website.

The diploma thesis describes in detail what we must be careful about when setting up a website itself.