Analýza marketingového mixu drogistického řetězce

Abstract

This bachelor's thesis focuses on the Marketing Mix Analysis of the Drugstore Chain. The aim of the work is to find out the current state of application of the elements of the marketing mix in the given store based on the analysis of the individual elements of the marketing retail mix and to propose recommendations for improving the selected elements. The basis for recommended suggestions are the results of customer surveys of selected retail stores. This goal is achieved through the online method of collecting questionnaire data, during which people who have reached the age of 18 and whom the interviewer knew visit this store are approached. A questionnaire is sent to these people by email, which they then send out to their close surroundings. The results are evaluated verbally and graphically. Based on the results of the questionnaire, suggestions and recommendations for certain elements are presented.