Marketingový mix prodejce energií

Abstract

This bachelor thesis proposes an improvement to a chosen energy company's marketing mix. To reach this goal, the thesis analyses the company's current marketing mix. For this, the PEST analysis, the Porter's analysis, the internal environment analysis and the SWOT analysis are employed to identify both company's internal and external situation such as its weaknesses, strengths, opportunities and threats. Also, an online poll is taken and evaluated. After detailed breakdown of all parts of the analyses some proposals are made to improve the marketing mix, which would lead to market share increase and, consequently, to consolidation of the company in the energy market. Innovative measures arising from these proposals would be picked by the company leaders and key employees and then implemented.