Návrh marketingového mixu nové služby v oblasti obchodu

Abstract

The diploma paper deals with a proposal of new service marketing mix in the sphere of buying groceries and composite goods using an internet based catalogue including the home-delivery services. Within the usage of the marketing research the thesis also tries to uncover the general opinion of the society on such services and the possibility of its establishment in trade in the area of Ostrava city.

The thesis has been divided into two main sections. The first theoretical part covers the basic characteristic of the new service, its background and the theoretical service basis. The second practical part deals with the methods of the research, its realization and also the elaboration and plotting of the obtained data.

The results of the research exposed the potential of the service through the number of the positive ratings and it has shown the possibility of introducing the service. The chapter “suggestions and recommendation” focuses on the proposition of the marketing mix.