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Analysis of marketing activities of the company Allianz pojistovna, a.s.
Šrámková, Martina ; Horová, Olga (advisor) ; Utěšilová, Pavla (referee)
Allianz pojistovna, a.s. has held the third-largest share in the Czech insurance market for a long time. The aim of this master´s thesis is to do an analysis of marketing and communication mix and based on this analysis make proposals and recommendations which would strengthen company´s position in the future. The first thing, which is characterized in the theoretical part, is marketing research. The emphasis is on direct questioning technique. Furthermore in this part, the individual elements of marketing and communication mix are described. The beginning of the practical part is dedicated to information about Allianz pojistovna, a s. and to the results of a carried out secondary research about development of the Czech insurance market. The following analysis of marketing and communication mix is supported by results of a questionnaire survey. Based on these findings I carried out my own evaluation completed by a SWOT analysis and proposed particular suggestions and recommendations.
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Marketing strategy of a selected company
Gajzurová, Markéta ; Průša, Přemysl (advisor) ; Odehnalová, Jitka (referee)
The aim of this bachelor thesis is to analyse the marketing strategy of the travel insurance, product of Allianz pojišťovna, a.s. The thesis also includes proposals and recommendation for its improvement. In the theoretical part of the thesis the individual phases of the practical part are discribed. It deals with the issue of marketing strategy, marketing mix and the brand theory. Practical part of the thesis deals with marketing mix, competition analysis and SWOT analysis of the Allianz's travel insurance. This part also includes the results of the performed survey. At the end of this thesis the total evaluation and recommendation are mentioned.
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