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The analysis of marketing stategy of GLOBUS ČR focused on non-food range of products
 Falcmanová, Klára ; Olšanová, Květa (advisor) ; Trojanová, Kamila (referee)
The bachelor's thesis is about the analysis of the marketing environment in retail in the Czech Republic. The thesis is concentrated on the influence of marketing environment on GLOBUS ČR and its marketing strategy. The first chapter is theoretical and describes marketing environment and marketing mix, SWOT analysis and market segmentation. In the second chapter are defined the forms and possibilities of marketing communication in the retail environment. The third chapter is practical and there are analysed real effects of the marketing environment in Czech Republic on Globus ČR. In the thesis is described the development of sales and marketing strategy in selected range of products. All data are used for the SWOT analysis, from which are deduced potential opportunities for further development of the Globus ČR.
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