Návrh marketingové strategie pro rodinný penzion

Abstract

The diploma thesis is about the design of marketing strategy for the family pension. The purpose of this thesis was to design the marketing strategy and chose the most appropriate combination of elements of the marketing mix to support increase of attendance in the pension. The research was based on theoretical basis of marketing strategy with a focus on the marketing mix in services. Data for marketing research was obtained through the electronic surveying. The research results show that customers are satisfied with the pension's accommodation services. However, research identified shortcomings and due to that suggestions for expanding the services were provided. In the last part of the thesis, the entire course of the work was summarized and individual chosen strategies were formulated.