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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Analysis of Marketing Mix Tools of the Company Lidl Česká republika v.o.s.
 Melounová, Markéta ; Kolouchová, Daniela (advisor) ; Černá, Jitka (referee)
The aim of this bachelor thesis is to analyze the marketing mix tools of the company Lidl Česká republika v.o.s., a discount chain, which is primarily focused on the purchase and sale of food and non-food goods. The analysis is based on the latest publicly available sources and own findings. The work is divided into two parts, the theoretical part defines important terms of retail and marketing mix, which are complemented by theories and current trends in the retail market. In the practical part, the chain Lidl itself and its marketing mix are introduced, which are followed by questionnaire survey. On the basis of this analysis, some proposals for the company are drawn to improve its marketing mix tools.
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