Analýza marketingové komunikace vybrané společnosti

Abstract

This thesis deals with the analysis of Extrifit's marketing communication. The aim of this thesis was to present suggestions and recommendations for its improvement based on the analysis of the marketing communication of the company. To address this, a quantitative research method was used in the form of a questionnaire survey, which was conducted through an online questionnaire promoted on the social networking platform Instagram. The questionnaire survey was focused on the perception of individual marketing communication tools and overall customer satisfaction with the brand and its offered products. Furthermore, an analysis of current marketing communication according to publicly available sources was carried out, presenting the individual tools used by the company in its marketing communication. The research was conducted to determine the purchasing behaviour of consumers, their relationship with the brand, its products and marketing communication. The main findings were the lack of breadth of specific products in the product category, the low number of competitions for consumers and the large distance of fitness centers operated by the company. The thesis concludes with individual suggestions and recommendations for improving Extrifit's marketing communications that can lead to attracting new customers, retaining existing customers or increasing brand awareness.