Návrh marketingové komunikace pro automobilovou značku

Abstract

The title of the Diploma thesis is “Marketing Communication Proposal for Automobile Brand”. The aim of this work was create a marketing communication proposal, which would enable to company Auto Heller attract the new customers for automobile brand Volkswagen in cities Havířov and Karviná. The thesis is divided into seven parts. In the first part is introduced the aim of the work, in the last the summary of the whole work. The second chapter contains company’s characterization like its history, services or marketing communication. In this chapter is also described current situation of the car industry of the Czech Republic and identified competitors of company Auto Heller in Havířov and Karviná. The next chapter is focused on a marketing communication theory including the new trends used in this field. The fourth chapter describes marketing research process by method of questionnaire survey. The obtained data are analyzed in the fifth part. In the sixth chapter are named suggestions and recommendations for the acquirement of the new customers.