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Communication strategy of a specific company
 SCHICKEROVÁ, Michaela
This diploma thesis is focused on a communication strategy of the selected company. The theoretical part first deals with some basic definitions related to communication and its processes. Following, some particular steps of a communication strategy are analysed in detail. The next chapter is focused on marketing mix which is also related to the topic. It is followed by the chapter communication mix and its tools. The empirical part of this diploma thesis is focused on communication strategy from practical side. The first chapter describes in detail the selected company. The description is followed by necessary analyses. Type of analyses which are used in this diploma thesis are for example Porter's five forces analysis, SWOT analysis and analyses of IFE, EFE and IE matrix. Based on the obtained results proposals of projects are created. This projects are implemented to a new communication strategy. Proposed projects are: redesign of the selected company´s website and a realization of an advertising in the industry part of Pilsen. The proposal of the redesign includes a basic specification for creating a price offer, rating of a current website provided by two adressed suppliers of the website optimalization companies and their price offers of the redesign for a future realization. To process the second project (The realization of the promotion in the industry part of Pilsen) two different suppliers of the advertising were contacted. In both cases two price offers of different bigboards were demanded. The offers are created for a specific time frame. Finaly, the marketing company was asked to create a price offer of an advertising poster. The results of above mentioned recommendations should increase a demand of products offered by the selected company. Also, it should improve an Employer Branding and external communication.
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