Návrh strategie a identifikace cílových zákazníků společnosti poskytující lázeňské služby

Abstract

The aim of this diploma thesis is to propose strategies and identify target customers of a selected company. The thesis is divided into two main parts. The first part focuses on the theoretical and methodological foundations of the company's strategy, then the selected company is introduced by the author and in the second part all the described methods are gradually applied to the company. The strategic analysis uses the PEST methods, Porter's five forces model, financial analysis, BCG matrix and SWOT analysis. Marketing research was carried out to identify target customers. At the end of the work, four strategies are proposed based on the outputs of the strategic analysis and the profile of the target customer is also described.