Návrh marketingové komunikace firmy na trhu vína

Abstract

This diploma thesis concerns the design of marketing communication for a particular company in the wine market. The theoretical part describes the external and internal marketing environment of the organisation and explains the basic terms of marketing communications and Conjoint Analysis. The practical part contains the research methodology, including the method of data collection, which is personal questioning. Acquired data are analysed and they are verbally and graphically interpreted. Based on the results of research I submit recommendations in the sphere of marketing communication, which should lead to increased brand recognition and sales growth. The basic knowledge that work brings are the analysis of selected elements of marketing mix of company in the Moravian – Silesian Region with an emphasis on marketing communications and recommendations leads to improvement of marketing communication.