Návrh marketingové strategie cestovní kanceláře

Abstract

The graduation theses called ,, The Marketing Strategy Design of Travel Agency“ wrote Bc. Stefan Fous.

The aim of my thesis is to create marketing strategy concept of a travel agency SteFANNY, which will help to gain new and retain existing customers. The theoretical part consists of the second and third chapter. The second chapter contains a description of travel agency market, which describes the current situation and trends. A substantial part of the second chapter is devoted to the travel agency SteFANNY, its history, products and marketing mix. The third chapter focuses on the theory of marketing strategies, marketing mix and communication tools. The practical part is related to the fourth and fifth chapter. The fourth chapter describes the process of marketing research as well as target of all thesis. The fifth chapter analyzes the results obtained in marketing research. The last chapter contains suggestions for SteFANNY CK management, based on analysis of secondary and primary sources, which could contribute to increase of regular customers satisfaction and increase number of new customers. Individual recommendations are applied to selected elements of the marketing mix with an emphasis on marketing communications.