Návrh na zlepšení marketingové komunikace oděvní firmy

Abstract

The title of this diploma work is: Marketing Communication Design for Fashion Company. The purpose why I started to think about mentioned idea was a fact, that the company never assured quality of their marketing communication towards customers and consumers as well as the fact that company is owned by my uncle. The main goal of my work was suggest any recommendation for improvement marketing communication of company that should help company to better communicate with current but also potential customer and make better relationships with current consumers. The diploma work consists of 7 chapters. In the first chapter I adumbrated the focus of my work. In the second chapter I introduced the company LUIZ from historical and current view, followed by mentioning of company’s products, premises, consumers and also suppliers. In the chapter I have mentioned also economical development of company and existing charges on marketing communication. The next chapter was focused on approach of basic theoretical knowledge of marketing communication. In practical part was defined the method of planned marketing research, content and objectives of research. For marketing research I used data, which I got by personal and also electronic form. I prepared two questionnaires. The first was intended for current and potential company’s customers, the second one for consumers. At the end obtained data were processed to tables and graphs. On the basis of results of realized research were for the particular parts suggested concrete recommendations and suggestions.