Propagace cyklistických značek na trhu ČR

Abstract

The aim of this bachelor's thesis is to describe the promotion of selected cycling brands operating on the Czech market, to show the promotion using examples from practice and to find out how these activities of the brands affect the domestic consumer. In the practical part, methods such as a comparison of the promotion of two cycling brands, a questionnaire survey and a SWOT analysis were used. Through the implementation of the mentioned methods, strengths and weaknesses in the promotion of the mentioned brands were identified, as well as the most effective forms of marketing communication and the way in which they affect Czech consumers. The main finding is that selected Czech and foreign cycling brands have a well-managed promotion through communication channels, mainly through social networks and the Internet. There are a relatively large number of active cyclists in the Czech Republic, the Czech market and the consumer are open to new brands. However, brands must find an opportunity and an advantage that would differentiate them from considerable competition. On the contrary, for new brands, the motivation can be to get a very rich and numerous group of active cyclists into their permanent clientele.