Analýza marketingové komunikace firmy na trhu elektrospotřebičů

Abstract

The topic of the attached bachelor thesis is the Marketing Communication Analysis of Firm in the Electrical Appliances Market. Marketing communication is part of the Marketing mix and helps the firm with developing and growing. The thesis is divided into theoretical part and practical part. The theoretical part consists of the second chapter and third chapter. The second chapter focus on the theoretical background of marketing communication. The second chapter develops the marketing mix and is focused mainly on marketing communication. In the subchapter Marketing Communication were introduced marketing strategies and especially the communication mix. The third chapter analyzed the characteristics of the company Radim Pašek. The practical part of the bachelor thesis is divided into the fourth chapter, fifth chapter and chapter number six. The fourth chapter of the bachelor thesis examine the data collection methodology divided into the preparation and the implementation phases. The preparatory part includes defining the research problem and objective, identifying the problem, defining the hypotheses. Chapter four also includes defining the research objective, research schedule, research plan, questionnaire design , type and method of research, questionnaire survey design. The second part of chapter four concerning the implementation phase presented the process of piloting the research, how the data collection was conducted, the method of data processing and the respondent structure. The aim of the research was to receive feedback from the customers of Elektro Pašek store to be able validate the marketing communication of the company Radim Pašek. The objective of the mentioned bachelor thesis was also to find the weak points in the marketing communication of the company. Moreover the research also provided information about the preferences of potential customers of Radim Pašek company. Chapter five analyses the marketing communication of the firm in the home appliance market. Further chapter of the thesis is focused on the suggestions and recommendations for Radim Pašek firm. The research revealed that 69 % of the respondents have knowledge of the company. However, Radim Pašek is losing out customers in the age between 18-29. The research also revealed that the preferred method of marketing communication regarding household appliances are internet advertising and social media advertising. Nevertheless, Radim Pašek has not adapted its marketing communication to modern standards, especially in terms of online marketing communication. It is the fact that may affect the firm's popularity among customers aged 18-29. Yet, the author of the mentioned bachelor thesis assumes that home appliances are more likely to be demand by customers of the age of 25 and older rather than those in the age between 18 to 25. Still, the company Radim Pašek would improve while using online marketing communication. Moreover, part of strengthening a company's marketing communication is having a functional and transparent website. Although Radim Pašek owns and he is providing company's website, there's still place for improvement and enhanced functionality to simplify marketing communication.