Internetový obchod na trhu sportovního vybavení pro děti

Abstract

This bachelor thesis deals with e-shop on the market with sports equipment for children. The thesis is dividend into theoretical and practical part. The theoretical part describes the nature of the Internet, electronic commerce and payment systems. Very important part is a detailed description of selected elements of the communication mix, which for the company in terms of e-commerce could be significant. Next chapter is devoted to a detailed description of the characteristics of the company GabiGym, its macroenvironment and microenvironment. The practical part is divided into preparatory and implementation phases and is dedicated to the research technique Focus Group. The following chapter includes an analysis of the outputs obtained, which is the basis for the proposals and recommendations in the next chapter. The primary objective of this work is a summary of theoretical knowledge and its use for analysis of Internet marketing communication.