Návrh marketingové strategie firmy v oblasti sportovní a zdravé výživy

Abstract

The topic of the diploma thesis was the proposal of the company's marketing strategy in the field of sports and healthy nutrition. The aim of this work was to design a comprehensive communication strategy for the company NUTREND D.S., a.s. Four hypotheses were also established, which were either confirmed or refuted based on the information found. The theoretical part was devoted to the theoretical starting points of the marketing strategy. Part of this chapter is also a sub-chapter dedicated to questionnaire survey. The following chapter is devoted to the characteristics of the company NUTREND D.S., a.s., which was analyzed using the PEST and Porter methods and SWOT analysis. The data needed for the creation of a marketing strategy was obtained using a questionnaire survey. The following chapter therefore describes how the data were collected. Subsequently, there was an analysis of the research results and an evaluation of the established hypotheses on the basis of which the marketing strategy for the chosen company was proposed.