Analýza marketingového mixu řetězce s drogistickým zbožím

Abstract

The thesis is focused on the analysis of marketing mix of the company drugstore TETA. It is divided into two parts, theoretical, where are explained basic terms of marketing mix and practical, in which is characterized the macro-environment of the company and described subjects from market environment of the company. Through SWOT analysis, observation and questionnaire survey is analyzed marketing mix of the drugstore TETA and pursuant this are designed possible recommendations to product, price, distribution, marketing communication, human factor, processes and material environment. By analysis of single elements of marketing mix and by providing proposal and reccomendations for their upgrade was accomplished purpose of the thesis.