Analýza marketingového mixu mateřské školy

Abstract

The subject of this bachelor's thesis is the analysis of the marketing mix of a selected kindergarten, more specifically the Kindergarten Dětské, and then making suggestions and recommendations that could lead to the improvement of the existing marketing mix. The theoretical part of the thesis is based on the marketing literature. The theoretical background of the marketing mix in services and the characteristics of services are defined. In the practical part, the Dětská's Kindergarten is first characterised by analysing the marketing environment, and its separate workplace is also briefly described. Furthermore, the practical part is devoted to the research methodology and the results of the questionnaire survey are analysed from which a SWOT analysis of the nursery school is also developed. The research aims not only to assess parents' satisfaction with the current marketing mix, but also to reveal weaknesses or, on the contrary, improvements that parents of children attending the kindergarten would welcome. The final part of the thesis is devoted to suggestions and recommendations arising from the research results, which aim to improve the various elements of the marketing mix.