Topic of this thesis is marketing strategy analysis and assessment of toy retail chain Bambule Alltoys, spol. s.r.o. In addition, this paper deals with recommendations, which could strengthen company's position on the market and help it in meeting its strategic objectives. The theoretical part addresses the definition of strategic marketing and characterizes the strategic marketing management process. It also describes the specifics of consumer goods marketing and current trends in the European and Czech toy market. The practical part is focused on situational analysis, and results of marketing research based on analysis of the first and second degree. The results of this part are then used as a basis for recommendations for communications, personnel, product, distribution and pricing policies.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113572 |
| Date | January 2011 |
| Creators | Kopová, Petra |
| Contributors | Odehnalová, Jitka, Hadraba, Josef |
| 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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