The purpose of my thesis is to conduct the marketing audit of Dřevocentrum CZ company aimed at trading of wood products. In the theoretical part are explained terms like marketing, marketing mix, mystery shopping, marketing research and benchmarking. In the application part are processed particular analyses of marketing audit. Special attention is paid to assortment, prices, communication and market shares, compared to competitors afterwards. Acquired information are evaluated. At the conclusion of evaluation are presented ideas to improve marketing effectiveness of the company.

The goal of this thesis is to detect errors in the management of small family business, which basically does not use marketing. Following this finding should be to build an effective marketing plan. The diploma thesis is divided into theoretical part, which forms the basis for the analytical part. In the analytical part is described the company and there are also detect errors in the management that are caused by faulty marketing. To achieve results it is important to use several different types of analysis on which it is necessary to set new marketing goals, strategies, changes and projects. The aim is to provide business information and convince him that use of good marketing communication should lead to improve management efficiency and ultimatem increase profitability of the company, without the need to break away from the corporate goal of maximum efforts to build a pro-customer oriented service.

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This thesis deals with the innovation of marketing plan used by Brno based company Marouk, s. r. o. It explains basic concepts which are used in marketing. Furthermore, the thesis describes the history and current trends in marketing, marketing planning, steps involved in creating a marketing plan and the individual components of the marketing mix. The practical part is focused on describing the current situation of selected furniture seller and existing marketing plan, including a description and evaluation of individual components of the marketing mix. The obtained information and findings are then used in an innovated marketing plan. The thesis mainly uses the tools of online promotion. The aim of this thesis is to improve the marketing plan. A partial aim is to make a comprehensive analysis of the company and the appropriate setting of marketing goals.

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The thesis is focused on the innovation of the marketing plan of the furniture-making company Minár Interiér Ltd. In the theoretical part the basic marketing terms are defined. The practical part follows the the theoretical part. Current situation of the company and its marketing plan are desribed in this part. On the basis of this knowledge innovated marketing plan of the company is created. The aim of this work is to create a marketing plan and to set new marketing goals.

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