Analýza marketingového mixu autoškoly

Abstract

The bachelor thesis is focused on marketing mix of a driving school Moravek. The aim of this study was to evaluate the current status of the individual instruments of the marketing mix and then make recommendations for its better utilization. In the first part was an analysis of macro and micro environment. The theoretical part deals with the problems of marketing mix for services. The practical part of the paper is a description of the different instruments of marketing mix driving school Moravek based on information provided by the owner. Research was conducted through personal questioning of citizens of Marianske Lazne and its surroundings, especially students. After that the data was analyzed. On the basis of the analysis werw posed proposals and recommendations of individual marketing mix elements of this service. Suggestions and recommendations are mainly related to widen the range of services and promotion of driving school.