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Proposals for Marketing Mix Elements Improvement
Kalužík, Matěj ; Havíř, David (referee) ; Chalupský, Vladimír (advisor)
The bachelor thesis focuses on finding and solving problems that impact the sale of Gumotex a.s. made inflatable boats via e-shop. Problems are identified through the analysis of data from Google Analytics, personal consultations in the company, and the set out theories of online marketing. The work includes suggestions for improving the situation in form of non-price benefits for the customer, strengthening the middle of the conversion funnel and improving marketing channel coordination and engaging a longer-term strategy.
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Proposals for Marketing Mix Elements Improvement
Kalužík, Matěj ; Havíř, David (referee) ; Chalupský, Vladimír (advisor)
The bachelor thesis focuses on finding and solving problems that impact the sale of Gumotex a.s. made inflatable boats via e-shop. Problems are identified through the analysis of data from Google Analytics, personal consultations in the company, and the set out theories of online marketing. The work includes suggestions for improving the situation in form of non-price benefits for the customer, strengthening the middle of the conversion funnel and improving marketing channel coordination and engaging a longer-term strategy.
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Analysis of marketing mix of the company Comtessa
Djukič, Irina ; Říha, David (advisor) ; Janda, Tomáš (referee)
The main aim of my bachelor thesis considers to be the analysis of marketing mix of the company Comtessa, Czech chain providing womens fashion and to suggest relevant recommendations to make the company more competitive. I obtained all the information and data needed from the supervisors. The thesis is divided into two parts. The first one is a theoretical basis concerning marketing mix with links to the fashion. The second, practical part deals with the market analysis from the macro-economic (PEST analysis) and micro-economic perspective (Porter analysis 5F). Furthermore, it contains the SWOT analysis, which is based on the information obtained through the individual depth interview with supervisors. The last and most important part is the analysis of marketing mix, where each element is described into details. The result is recommendation for each element according to the previous analyses.
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