Analýza marketingového mixu vybrané průmyslové společnosti

Abstract

This thesis deals with the Analysis of the Marketing Mix of Selected Industrial Company, KRKA CZ Ltd. The bachelor thesis is divided into two parts – the theoretical and practical one. The first and second chapter deal with the general characteristics of the marketing mix and their elements, namely essential individual components of the marketing mix – 4P. In the third chapter, author presents Krka Ltd., its history and current trade policy. The last two chapters deal with the practical analysis of the marketing mix and various specific aspects of possible innovations. Based on the analysis, the author evaluates the potential need for changes in their marketing tool.