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National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
Marketing communication of Fairtrade
 ZOUDUNOVÁ, Veronika
This thesis focuses on the way of communication between the concept of fair trade and Fairtrade products on the market in the chosen company. The focus of the work is to reveal previously used marketing communication tools of Fairtrade brand in a selected company and then to propose changes to improve these tools. The work consists of two parts. The theoretical part includes a basic explanation of the concept of marketing, marketing communication and the fair trade itself. In solving the practical part a controlled depth interview with an employee of a selected company was used with a subsequent analysis of the websites, which were used to gain information about the tools as well as the range of Fairtrade products. Based on the results of the analysis was conducted testing of usability of the websites and analysis of the keywords. This led to obtaining the opinion of the potential customers on the quality of on-line communication as it is the main tool used for marketing communication. The results of the testing and analysis of words were used to compile SWOT matrix analysis that shows the strengths and weaknesses of the company, opportunities and threats. The conclusion suggests changes that resulted from the analyses used. They relate to the completion of the web site of Fairtrade company and creating a mobile application that would mean the use of a new marketing communication tool.
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