Analýza komunikační strategie společnosti na trhu motocyklů

Abstract

The aim of my thesis was the analysis of communication strategy for Ostrava´s reseller on the market of brand Ducati. Im my thesis I dealed with the presentation of company and the history of brand too, also with the theory of communication mix and the analysis of mix´s components of both competitive seller – resellers of motorcycles Harley-Davidson and Yamaha. For finding the effective solution of communication mix I had to follow out the analysis of secondary and primary data (questionnaire). By compare of communication strategy of both competitive seller and together with the analysis of secondary and primary data I devised particular appearance of communication strategy for Ostrava´s reseller of Ducati.