Analýza marketingové komunikace developerské společnosti

Abstract

This diploma thesis focuses on the analysis of marketing communication of the development company TRIMEX REALITY, a.s., with a particular emphasis on the residential project Nová Polom. The main objective of the thesis is to assess whether the current communication strategy meets the expectations of the target group and effectively supports sales, and based on the findings, to propose specific recommendations for its improvement.

The thesis is structured into theoretical, analytical, and research parts, followed by proposals and recommendations. The theoretical part defines the foundations of marketing communication and the specifics of communication in development projects. The analytical part focuses on the characteristics of the company and the evaluation of its current marketing communication. The core part of the thesis consists of the author’s own research, which includes content analysis, a questionnaire survey, and a focus group.

The research results indicate that the key factors influencing customer decision-making are primarily price, location, and the technical condition of the property. At the same time, shortcomings were identified in the measurement of marketing performance and in the transparency of communication. Based on these findings, recommendations are formulated to optimize the communication strategy, increase the effectiveness of marketing tools, and improve targeting of individual customer segments.