Analýza komunikačního mixu vybrané společnosti

Abstract

The purpose of this bachelor thesis is analysis of communication mix of company Kofola, a. s. and suggestion and recommendation of improving its tools. The theoretical part is focused on explanation of all the important concepts related to communication mix and analysis its individual tools. Following practical part contains brief charasteristic of company Kofola, a. s., including basic facts and informations associated with bussines activity. Thesis is finished with personal analysis. Informations and data were obtained by survey done by selected methods of marketing research, specially by analysis of marketing activities of Kofola, a. s. within product Kofola and with help of survey. Received informations from questioned respondents, were foundation for proposal of improvement the communication mix.