|
The company Student Agency, Ltd. and its competitive strategy
Maťhová, Kateřina ; Procházková, Markéta (advisor) ; Richterová, Martina (referee)
This Bachelor's thesis deals with the analysis of the company Student Agency and compares marketing strategies of two competitors in rail transport. The first company is RegioJet, a subsidiary company belonging to the group Student Agency, which is in this thesis compared with the time being the only competitor České dráhy, specifically the Pendolino train. The aim of this thesis is to analyze the competition in the railway transport on the route between Prague and Ostrava, on which recently entered the company RegioJet. This new company brought to market new services and the quality with which we previously could not meet in trains. The purpose of this work is to determine, whether the passengers, who use the trains on this route, welcome the innovation, which of the society more cheers and how it will probably look the following development of railway transport in the Czech Republic. The research will be carried out on the basis of questionnaire survey that will evaluate in the end. Contribution of this thesis is primarily a comprehensive view of the company Student Agency and its marketing strategy that allows you to create a comprehensive view of the current situation and future development of rail transport.
|