Návrh alternativního řešení marketingové strategie vybrané firmy

Abstract

The object of the thesis is marketing strategy of selected company. In accoradance with that two main objectives are set out. These include the analysis of the current state of marketing strategy in the company AUTOBOND GROUP a.s. – sales of Toyota brand vehicles, and the suggestion of alternative marketing strategy. The first part is devoted to the characteristics of selected company and to defining concepts in marketing strategy and its analysis. The acquired knowledge is applied in the second part. Several types of analysis are used to and then there are some recommendations for change and suggestions for implementation.