Návrh marketingovej komunikácie hypermarketu

Abstract

The diploma thesis focuses on an analysis of a marketing communication of the Globus Ostrava grocery hypermarket store and proposes a new strategy. In the first part, the thesis characterizes Czech retail market as well as history and characteristics of the Globus Ostrava itself. This part also describes a retail mix of the company, charity projects the company is taking a part in and awards it has gained. The next part analyses theoretical foundation of the marketing communication, in which all the tools are explained. This part is followed by a survey which was done among customers of Globus Ostrava with help of questioners. The survey was done both at the point of sale as well as via internet. After evaluation of the results, including primary and secondary analysis and T-tests, a new communication was proposed.