Návrh marketingové strategie pro cestovní kancelář

Abstract

The goal of this thesis is to propose a marketing strategy for a chosen travel agency based on its comparison with the biggest competitors. Important concepts of strategies are defined and sorted according to different views. In the thesis, PESTLE analysis, SWOT analysis, Marketing Mix analysis, Mystery Shopping and Mystery Mailing methods are used. The travel agencies were assed according to their variety of services because the demand of the services quality is increasing. Based on theoretical knowledge and research, the new strategy is proposed. This strategy is focused on enlarging a current variety of tours and on a situation with moving the branch.