Analýza marketingového mixu maloobchodní prodejny

Abstract

In thesis I engaged in marketing mix analysis of retail outlet. The goal of thesis was analyzing existing retail mix of outlet with social games YOGI and on the basis of this given informations suggest recommendations that would lead to increasing quality of sales and also competitiveness. In the theoretic part I devoted to problem of retail sales especially to retail mix. The other parts are devoted to characterization to retail outlet of social games YOGI and its marketing enviroment that surround it and methodic collection primary and secundary data. In the praktice part I focused on subscription marketing mix of retail outlet YOGI. I analysed each single tools of marketing mix – product, placement, price, communication, prezentation and personal. I also conducted SWOT analysis and evaluation of mystery shopping. Last part of my work is devoted to proposals and recommendations that I worked out on the basis of made analyse.