Analýza marketingového mixu společnosti na trhu s medovými dorty

Abstract

The aim of this thesis was to analyze and then suggest measures for more effective use of the marketing mix of MIKO International Ltd., and also identify consumers´ buying behavior of honey cake Marlenka by marketing research, concretely using personal interviews. The research results showed that most respondents knew Marlenka honey cake, tried it and it tastes to everyone irrespective of gender and age. Respondents were very satisfied with taste and appearance, but less with price. The most common reason for buying individual servings of honey cake Marlenka was appetite for sweets and a reason for buying a whole cake were family and corporate celebrations. I recommend to increase production of light honey cakes Marlenka. Supply honey cakes in the highest degree to retail chains and expand distribution to the discount stores. Not to increase prices. Reach mainly women in all age categories by Marketing Communication.