Návrh marketingového mixu e-shopu s potřebami pro domácí zvířata

Abstract

The aim of this bachelor’s thesis is to analyse the existing marketing mix of Aniland e-shop and based on the findings, propose recommendations that will lead to the streamlining of its elements. The first part of the thesis is devoted to the theory of the marketing mix from the perspective of the seller and the buyer. The thesis includes an analysis of marketing research through which valuable information was obtained from existing and potential customers. The thesis then concludes by proposing recommendations related to product, price, distribution and marketing communication that could ensure growing awareness of the e-shop and increased sales.