The aim of thesis is to create a marketing situational analysis of the brewery U Fleků. The main aim is to design better communication with customers, products portfolio and services for customers. The theoretical part describes the various aspects and met-hods of marketing situational analysis. In the practical part of the thesis I deal with the assessment of the current situation of the company through macro and micro enviro-ments and using various analyzes: SWOT traceable to TOWS, Porter, PEST, Bowman hours, positioning map, marketing mix with 4P and 4C. Based on these analysis deter-mines the new communication mix with the budget and control.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:202043 |
| Date | January 2015 |
| Creators | Hyský, Pavel |
| Contributors | Novák, Michal, Kincl, Tomáš |
| 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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