The final thesis whose topic is Marketing Strategy of Hyundai deals with marketing strategies and competitive advantages of the company. It is divided into two parts. The first part is dedicated to marketing in theory and describes the international strategies, marketing mix and its adaptation possibilities, media and how to use them in the most effective way given a purpose and a message of a company. It also addresses forms of market research and Public Relations. Second part is practical. Strategy of Hyundai is analyzed as a whole not leaving out its competitive advantages, media that is used by the company, PR and a usage of sport's events and sponsoring. The analysis of competition is also included as is the position of Hyundai within it. At the end there are two market surveys. One made by a research agency that deals with the brands and their positions on the market. The second was conducted by the author and is dedicated to the company itself and its customers and is researching their motivation and satisfaction.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:162333 |
| Date | January 2012 |
| Creators | Jíchová, Kristýna |
| Contributors | Mikeš, Jiří, Bobák, Andrej |
| 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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