Analýza marketingového mixu ve farmaceutickém průmyslu se zaměřením na probiotika

Abstract

This bachelor thesis deals with the analysis of the current state of the marketing mix in the market of probiotics. The main goal was to find out how pharmaceutical companies work with the marketing mix and how effective this procedure is towards customers. The work consists of theoretical and practical part. The theoretical part explained in detail the components of the marketing mix with a further description of the pharmaceutical market with probiotics, including a comparison of individual products on the Czech market. In the practical part, research was conducted, which used a questionnaire survey to analyze the current situation in the pharmaceutical market and its results were then interpreted by using graphs and their explanations. The last part focused on recommendations and suggestions, which were created on the basis of research results and should help pharmaceutical companies to innovate and gain new customers.