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Analysis and optimalization of the marketing strategy in the company Fun Spot Lipno a.s.
 HRIC, Matyáš
The main aim of this bachelor thesis is analysis and consequent optimization of marketing strategy in Fun Spot Lipno a.s. The theoretical part is focused on the description of the most important basic concepts of marketing, marketing concepts and marketing history. In addition, an analysis of the marketing strategy and the internal and external environment of the company is carried out. A certain part is also devoted to the analysis of the marketing mix, which is an important part for research purposes in the practical part of this thesis. The practical part of the course features a brief characteristic of Fun Spot Lipno a.s., which deals with the mediation of services in the entertainment industry. In addition, this part deals with the design and optimization of the marketing strategy of the company, with a description of the market and competitive environment, goals, strategies, individual analyzes (internal and external environment) and last but not least marketing mix. All the results that will result from the research will serve as a basis for the design of the most appropriate marketing strategy or optimization.
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2 Hric, Michal
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