Analýza online komunikace značek nákladních automobilů

Abstract

This diploma thesis focuses on measurement of online activities of TATRA TRUCKS a.s. and three competitive companies which do business on the Trucks Market. The theoretical part of this thesis is concerned with characteristics of this market and selected brands: TATRA TRUCKS, Ford Trucks, MAN and DAF and with basic theory related to the online marketing communication and issues of the most used socia media. The practical part applies to result interpretation of analysis of qualitative research which have been made by collecting all the available datas from the selected social medias: Facebook, Instagram and YouTube. This part also applies to proposals for improvement of problems, which have been founded during the analysis. The results can be used as a base for productivity and efectivity improvement of online communication of TATRA TRUCKS company.