Návrh marketingové strategie společnosti Lynx

Abstract

The aim of this master´s thesis is to make situation analysis by using obtained information and based on that results design marketing strategy for chosen company Lynx. Introduction part is followed by theoretical part, which aims on marketing basis and theory needed for followed analysis. Third chapter is characteristic of Lynx company, including its product and environment. The thesis then continues with chapter, which is focusing on data collection methodology, specifically on in-depth interview. Situation analysis, which is fifth chapter, in this thesis use SLEPT analysis, Porter's five forces analysis and SWOT analysis. Analysis results are summarized in next chapter and based on these results is author designing some suggestions and recommendations for marketing strategy. Results of the whole master´s thesis are summarized in final chapter.