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Marketingová strategie vybrané cestovní kanceláře / Marketing strategy of a selected tour operator

The objective of the thesis "Marketing strategy of a selected tour operator" is to get acquainted with the marketing strategy of MILE tour operator aiming to propose possible improvements based on carried analysis. The first part includes general theories of marketing and its specifics in tourism. The second part is the application of this theory into practice, starting with the basic characteristics of MILE tour operator, followed by analysis of its standing in the tourism market including analysis of external and internal environment, analysis of competitors and own questionnaire research. The next part contains analysis of the tour operator's current marketing strategy. The thesis results in concrete suggestions to improve market targeting, setting goals, selecting a marketing strategy and marketing mix.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:16624
Date January 2009
CreatorsLejčková, Lucie
ContributorsPetrů, Zdenka, Herget, Jan
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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