Návrh marketingové strategie maloobchodu

Abstract

The thesis examines the issues of marketing strategy and its implementationn in retail store. The content of practical part is the situation analysis of the Orsay, based on collection of primary and secondary data. Specifically, the analysis deals with companie‘s internal data collection, observing the store Orsay, questioning customers and competition’s mystery shopping. The aim of this work was based on the amount collected data to design a marketing strategy and steps for its implementation through changes in the marketing mix so that the company gained new customers and the market was competitive.