Marketingová strategie tržiště SaaS aplikací na českém trhu

The objective of this diploma thesis is to propose a marketing strategy for a newly established company – the Czech Business Cloud – introducing the SaaS marketplace on the Czech market. The theoretical part of the thesis introduces the definitions of the marketing planning, the specifics of B2B marketing and specifics of marketing on e-marketplaces. Afterwards, the theoretical part reveals key concepts of cloud computing and the potential of the Czech cloud computing market. The practical part contains the marketing plan of the marketplace which is written based on the literature review, own research of secondary data and a qualitative survey with experts from the industry.