[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.dsmoda.cz\/faze-marketingoveho-planovani\/#Article","mainEntityOfPage":"https:\/\/www.dsmoda.cz\/faze-marketingoveho-planovani\/","headline":"F\u00e1ze marketingov\u00e9ho pl\u00e1nov\u00e1n\u00ed","name":"F\u00e1ze marketingov\u00e9ho pl\u00e1nov\u00e1n\u00ed","description":"a) ANAL\u00ddZA PROST\u0158ED\u00cd \u2013 SITUA\u010cN\u00cd ANAL\u00ddZA Vych\u00e1z\u00ed se z popisu dosavadn\u00edho v\u00fdvoje a sou\u010dasn\u00e9ho stavu...","datePublished":"2025-05-10","dateModified":"2025-05-10","author":{"@type":"Person","@id":"https:\/\/www.dsmoda.cz\/author\/devene\/#Person","name":"devene","url":"https:\/\/www.dsmoda.cz\/author\/devene\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/03ef97ef22d1b0d07a8e6c50d88cc1823592c58a091286b466bcec36e31eaab2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/03ef97ef22d1b0d07a8e6c50d88cc1823592c58a091286b466bcec36e31eaab2?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"dsmoda.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.dsmoda.cz\/wp-content\/uploads\/img_a305227_w1927_t1516719014.jpg","url":"https:\/\/www.dsmoda.cz\/wp-content\/uploads\/img_a305227_w1927_t1516719014.jpg","height":0,"width":0},"url":"https:\/\/www.dsmoda.cz\/faze-marketingoveho-planovani\/","wordCount":448,"articleBody":"a) ANAL\u00ddZA PROST\u0158ED\u00cd \u2013 SITUA\u010cN\u00cd ANAL\u00ddZA Vych\u00e1z\u00ed se z popisu dosavadn\u00edho v\u00fdvoje a sou\u010dasn\u00e9ho stavu marketingov\u00e9 situace podniku a uskute\u010d\u0148uje se odhad mo\u017en\u00e9ho budouc\u00edho v\u00fdvoje. K odhadu budouc\u00edho v\u00fdvoje se uskute\u010d\u0148uj\u00ed progn\u00f3zy prodeje v\u00fdrobk\u016f celkem, dle jednotliv\u00fdch tr\u017en\u00edch segment\u016f i prodeje odv\u011btv\u00ed, progn\u00f3zy tr\u017en\u00edho pod\u00edlu vlastn\u00edch i konkuren\u010dn\u00edch v\u00fdrobk\u016f, progn\u00f3zy zisku z prodeje aj. D\u00e1le doch\u00e1z\u00ed k identifikaci siln\u00fdch a slab\u00fdch str\u00e1nek podniku pomoc\u00ed SWOT anal\u00fdzy. Dal\u0161\u00edm krokem je anal\u00fdza spot\u0159ebitele zahrnuj\u00edc\u00ed v\u00fdzkum \u0159ady faktor\u016f ur\u010duj\u00edc\u00edch chov\u00e1n\u00ed a zp\u016fsob rozhodov\u00e1n\u00ed individu\u00e1ln\u00edho spot\u0159ebitele i odb\u011bratele a anal\u00fdzu konkurence, kter\u00e1 m\u00e1 p\u0159in\u00e9st informace o sou\u010dasn\u00e9 i potenci\u00e1ln\u00ed rivalit\u011b mezi firmami, kter\u00e9 spot\u0159ebitel\u016fm poskytuj\u00ed stejn\u00fd produkt.  b) STRATEGICK\u00c9 PL\u00c1NOV\u00c1N\u00cd \u00b7 Vymezen\u00ed posl\u00e1n\u00ed firmy \u00b7 Identifikace strategick\u00fdch podnikatelsk\u00fdch jednotek \u2013 soubor v\u00fdrobk\u016f \u010di poskytovan\u00fdch slu\u017eeb tvo\u0159\u00ed podnikatelsk\u00e9 portfolio firmy. \u00b7 P\u0159i\u0159azen\u00ed zdroj\u016f \u2013 je d\u016fle\u017eit\u00e9 jednotliv\u00fdm jednotk\u00e1m strategick\u00e9ho pl\u00e1nov\u00e1n\u00ed poskytnou pot\u0159ebn\u00e9 fondy. \u00b7 Pl\u00e1nov\u00e1n\u00ed nov\u00fdch podnikatelsk\u00fdch aktivit \u2013 d\u016fle\u017eit\u00e9 je vypracovat strategie r\u016fstu (rozvoje) podniku, tzv. Ansoffova matice r\u016fstu. c) MARKETINGOV\u00c9 PL\u00c1NOV\u00c1N\u00cd Nej\u010dast\u011bji se firmy sna\u017e\u00ed maximalizovat zisk, udr\u017eet nebo zv\u00fd\u0161it tr\u017eby, udr\u017eet nebo zv\u00fd\u0161it fyzick\u00fd objem prodeje, udr\u017eet nebo zv\u00fd\u0161it tr\u017en\u00ed pod\u00edl, p\u0159e\u017e\u00edt a m\u00edt soci\u00e1ln\u00ed zodpov\u011bdnost. Marketingov\u00e9 strategie, kter\u00e9 nejl\u00e9pe sm\u011b\u0159uj\u00ed k dosa\u017een\u00ed marketingov\u00fdch c\u00edl\u016f, jsou pak rozpracov\u00e1ny v marketingov\u00fdch programech. d) IMPLEMENTACE \u2013 REALIZACE Realizace znamen\u00e1 uskute\u010d\u0148ov\u00e1n\u00ed marketingov\u00fdch program\u016f tak, aby bylo dosa\u017eeno marketingov\u00fdch c\u00edl\u016f.  e) KONTROLA Podstatou je srovn\u00e1vat dosa\u017een\u00e9 v\u00fdsledky s t\u011bmi pl\u00e1novan\u00fdmi. Doch\u00e1z\u00ed k identifikaci odchylek, k diagnostikov\u00e1n\u00ed jejich p\u0159\u00ed\u010din a p\u0159ij\u00edm\u00e1n\u00ed nov\u00fdch akc\u00ed, pot\u00e9 dojde k tzv. \u0159\u00edzen\u00ed dle odchylek. Odchylky mohou b\u00fdt kladn\u00e9 a z\u00e1porn\u00e9. Rozli\u0161ujeme v\u00edce druh\u016f kontroly \u2013 \u00b7 Kontrola pln\u011bn\u00ed pl\u00e1nu \u2013 na z\u00e1klad\u011b anal\u00fdzy prodeje, tr\u017en\u00edho pod\u00edlu a marketingov\u00fdch n\u00e1klad\u016f v relaci k prodeji. \u00b7 Kontrola ziskovosti \u2013 zam\u011b\u0159uje se na m\u011b\u0159en\u00ed skute\u010dn\u00e9ho zisku z prodeje z hlediska v\u00fdrobk\u016f, z\u00e1kazn\u00edk\u016f, teritori\u00ed apod. \u00b7 Kontrola marketingov\u00e9 strategie \u2013 zkoum\u00e1 jej\u00ed \u00fa\u010dinnost a zji\u0161\u0165uje, zda je optim\u00e1ln\u011b p\u0159izp\u016fsoben\u00e1 marketingov\u00e9mu prost\u0159ed\u00ed.                                                                                                                                                                                                                                                                                                                                                                                         3.8\/5 - (6 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"F\u00e1ze marketingov\u00e9ho pl\u00e1nov\u00e1n\u00ed","item":"https:\/\/www.dsmoda.cz\/faze-marketingoveho-planovani\/#breadcrumbitem"}]}]