Analýza marketingového mixu železničních dopravců

Abstract

This bachelor thesis focuses on the analysis of the marketing mix of rail carriers in order to provide a comprehensive view of the strategic elements of this mix that have a significant impact on the success of these carriers in the market. At a time when rail transport is becoming increasingly important in the sustainable development of cities and regions, it is crucial to use marketing tools effectively to achieve the set objectives. The first part of the thesis focuses on the overall characteristics of the main railway carriers on the Czech market and provides the theoretical basis of the marketing mix and its application in the railway transport sector. Furthermore, the marketing strategies, activities and successes of the companies are examined. Possible shortcomings and challenges faced by the companies are also considered. The second part of the thesis deals with a practical analysis of the marketing mix of selected rail carriers based on available data, surveys and interviews with students preparing for future careers in the railway industry. On the basis of these analyses, the strengths and weaknesses of the individual components of the marketing mix are identified and recommendations for optimizing the marketing strategies of the rail carriers are proposed. The result of this work is a comprehensive view of the marketing mix of selected rail carriers that can serve as a basis for further improvement of marketing activities in this sector. The study and analysis will provide valuable insights for rail companies that want to improve the efficiency and competitiveness of rail transport in the 21st century.