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Position of the brand AB on czech market with electronics and it's marketing strategy
 Wiesnerová, Renata ; Zamykalová, Miroslava (advisor) ; Němeček, Tomáš (referee)
This thesis deals with the analysis of the marketing strategy and activities of the AB brand, which is part of the K + B Progres, a.s. Brand management is in charge of the so-called Import Department, which is already engaged in export activities. The work is focused on the portfolio of small consumer electronics. The company does not produce the goods but trades with it. The author of the thesis explores the existing marketing activities of the AB brand and further analyzes its external and internal environment. The analyzes that have been carried out in order to meet the objectives of the work are PEST, VRIO and microcool brand analysis. In addition, the author made a questionnaire survey mainly to determine the perception of the AB mark of the consumer. On the basis of the collected information, SWOT analyzes and the resulting recommendations were developed.
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