Marketingový mix společnosti Lakum-KTL, a.s.

Abstract

The aim of this bachelor thesis is the basic economic analysis and the analysis of a marketing mix on a particular product of LAKUM-KTL, a.s. The second theoretical chapter deals with individual concepts of a marketing mix and describes its elements which are: product, price, promotion and distribution. The other chapters focus on basic economic analysis and the evalution of the marketing mix of a particular product of a company. In the final part of the thesis, the results of the analysis are presented and measures to improve the economic results of the firm have been suggested.