3245

SPIS TREŚCI

1. Stresie zenie wykonawcze......................................................................................................................................3

1.1.    Charakterystyka firmy................................................................................................................................4

1.2.    Misja.............................................................................................................................................................4

1.3.    Cele...............................................................................................................................................................6

2 Analiza mikrootoczenia........................................................................................................................................6

21. Analiza nabywców.......................................................................................................................................7

22 Analiza popytu...........................................................................................................................................11

23.    .Analiza konkurencji...................................................................................................................................15

24.    Analiza pozycji firmy.................................................................................................................................17

3.    Analiza makrootoczenia firmy /prognozy zjawisk ekonomicznych i branżouychj..........................................18

4.    Strategia marketingowa firmy...........................................................................................................................25

4.1. Programy marketingowe..........................................................................................................................28

4.2 Budżet realizacji........................................................................................................................................30

4.3.    Działania kontrolne...................................................................................................................................31

5 Analiza finansowa.............................................................................................................................................32

6.    Analiza SWOT....................................................................................................................................................34

7.    Wnioski..............................................................................................................................................................37

A Spis tabel i rysunków..........................................................................................................................................38