Návrh inovace marketingu vybraného e-shopu

Abstract

The presented Diploma Thesis brings the characteristics of highly competitive environment that can be economically devastating for most companies, with the e-shop being the centre of our focus. The thesis aims to provide new impulses for creating potential innovations in marketing, and their possible connections in daily business practice. The thesis focuses on the analysis of the e-shop from the customer's point of view, the success of the individual communication channels and the comparison of the various marketing strategies for 2019 and 2020, when there were fundamental changes in the ways how customers are approached, and how the company is promoted. Based on the results of the research, the selected e-shop has been recommended and proposed a marketing strategy that could improve or consolidate their market position. In order to collect data and work with the resulting data, a free software Google Analytics has been used in this thesis.