This diploma thesis analyses the marketing strategy of RALU, s.r.o. company which operates in the field of international transport and forwarding. The theoretical part is elaborated from the standpoint of the analysis of external and internal organization's environment, marketing strategy and different parts of the marketing mix. The practical part, which is based on theoretical knowledge included in the first part, contains the general characteristic of the company RALU, the position within its competitive environment, analysis of its existing marketing mix and particularly the quantitative research. Based on the results of the conducted research the conclusion deals with the evaluation of the current marketing strategy of the company and it recommends some potential improvements for changes.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:194518 |
| Date | January 2013 |
| Creators | Krajčová, Michaela |
| Contributors | Halík, Jaroslav, Kostoláni, Rastislav |
| 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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