Analýza marketingové komunikace vybrané firmy

Abstract

This bachelor thesis focuses on the analysis of the marketing communication of ELVIN PRODEJ, s.r.o., a company specializing in the sale of power tools and garden equipment. The theoretical part discusses the fundamental principles of marketing, including the marketing and communication mix, target audience, and modern trends in online marketing such as social media and guerrilla marketing. The practical part is dedicated to evaluating the company’s current marketing communication and how it is perceived by customers. To achieve this, a quantitative analysis was carried out through a questionnaire survey. Based on the results, the strengths and weaknesses of the existing communication were identified, and specific recommendations for its improvement were proposed, including strengthening online advertising, utilizing lead magnets, and expanding email marketing.