Analýza využití marketingového mixu v maloobchodním řetězci

Abstract

The thesis deals with the analysis of marketing mix application in the retail chain. The theoretical part summarizes the general findings concerning particular marketing mix instruments in business company. The practical part is devoted to the characteristics of the Tesco retail chain. It includes micro, meso, macro environment analyses and a SWOT analysis. Based of findings of situation analysis and questionnaire investigation the marketing mix application is evaluated. The final part proposes recommendations to eliminate found shortcomings.