Marketingová strategie ve vybrané organizaci

Abstract

The aim of this bachelor’s thesis is to create a concept of the improvement of the selected part of marketing strategy. The selected part is a promotion. Theoretical part consists of the description of the basic characteristics of marketing and marketing strategy. It also incorporates the description of marketing research. The greater part of the thesis deals with the division of the promotion and it’s effectivity. The analytic part is concerned with the introduction of the 4P Fun Technical, s. r. o. Company, as well as with the evaluation and analysis of the company. Evaluation is based on the research which has been made through questionnaires and the SWAT analysis. The concept and recommendations for an improvement of the promotion based on the analysis is the subject of the final part of the thesis.