Analýza marketingového mixu maloobchodní prodejny

Abstract

The bachelor thesis analyzes the marketing mix of a retail outlet. The aim of the thesis was to analyze the current marketing mix of the retail store Kolago and to suggest measures for its individual elements. There were two marketing researches made. The first consisted of observation of the Kolago store and the latter was polling of 83 customers of the store. The results showed the basic weaknesses. On the basis of the weaknesses there were recommended some changes for the interior, assortment, prices and web sites of the Kolago store.