Analýza marketingové komunikace ve vybrané společnosti

Abstract

This bachelor thesis is focused on a complex analysis of marketing communication of the Kinobar Etáž bar, which is situated in the town of Ostrava. The aim of this thesis is to evaluate and understand the efficiency of current marketing strategies and communication channels of the bar and to propose an improvement for rising its competitiveness on the market. The first part of the thesis deals with a theoretical basis of the marketing and with a specification of marketing communication, where fundamental elements of service marketing and marketing communication are defined. Furthermore, the models and tools in the field of marketing and communication are described. The usage of various communication channels in a practical use of marketing and their influence on a customer are surveyed. The second part introduces a surveyed subject and the specifics for its function on the market as well as the bar are described. By a combination of quantitative and qualitative methods, the questionnaire construction among the bar visitors as well as interviews with the management including, the strong and weak points of the current marketing communication are identified. The following part describes the research procedures. The basis and a selective file, the data collecting methods and the following processing are defined. A detailed SWOT analysis of a current marketing strategy of the bar and its side elements are performed Based on the analysis results, the following part of the thesis proposes some recommendations for an improvement of the bar marketing communication. These proposals include modifications of current communication channels, bigger participation in social media, innovation of widening the current cooperation as well as proposals for further cooperation. Generally, this bachelor thesis provides a comprehensive overview of the marketing communication of the Kinobar Etáž bar and provides concrete recommendations that might lead towards the more efficient and successful marketing approach. The asset of this thesis is in applicability of its results not only for the surveyed company but also for similar ones in the gastronomy branch.