Analýza marketingového mixu čerpací stanice

Abstract

The subject of this Bachelor thesis is the problems of Marketing mix analysis, including theoretical approach of related terms and their practical usage in Marketing mix analysis of the Petrol Station. The aim of the bachelor thesis is to analyze the current state of Marketing Mix of the particular petrol station EuroOil and to suggest prospective recommendations for its better efficiency, which would contribute to better contentment of the Petrol station customers. The primary data was collected by the questionnaire method, when a printed questionnaire was handed down to respondents directly at the petrol station and by method of observation by the author of the Bachelor thesis. The data acquired through the questionnaire was processed in Microsoft Office Excel 2016. The secondary data was obtained from the petrol station tenant and operating personel, from the company website and from annual reports of Čepro corp., which are publicly availabe on the Internet. Based on the findings, shortcomings in marketing mix elements were identified and suggestions were made to improve the current situation in the rendition of services, that can contribute to higher customer satisfaction.