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Marketing activities of a chosen business
Nguyen, Thanh Hang ; Procházková, Markéta (advisor) ; Novák, Tomáš (referee)
Bachelor thesis is divided into theoretical and practical part. Basic terminology such as marketing, marketing mix, marketing communication, marketing segmentation, competitor analysis, SWOT analysis and marketing research are explained in theoretical part. The knowledge gained in the first part of thesis is applied on the real existing company. Practical part focuses on Lucky Café, which is situated in a town called Domažlice in west of Bohemia. This part of thesis consists of basic characteristics of the coffee place, their marketing mix, analysis of the competitors, swot analysis. Furthermore marketing research was conducted as well. This work was aimed to describe marketing activities of a chosen business and make propositions to improve them.
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