The objective of this thesis is to monitor and to describe marketing strategy of Kofola company on the Czech market, especially the marketing strategy of Kofola brand, to analyze it and make suggestions how to improve it. The thesis is divided into three main parts. The first part is theoretical. The second part describes Kofola company and its brand. This part is focused primarily on description of brand marketing strategy. The third part of the thesis is dedicated to research. The research includes PEST analysis, SWOT analysis, marketing mix analysis, analysis of marketing communications and questionnaire survey. The survey is focused primarily on perception of the Kofola brand and its marketing communications by customers. At the end of this part suggestions how to improve the current strategy are mentioned.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113324 |
| Date | January 2011 |
| Creators | Ouřadová, Pavla |
| Contributors | Odehnalová, Jitka, Halásová, Eva |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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