The aim of this thesis is to analyze the marketing strategy of brand Zovirax and, according to this analysis, recommend the improvements into the future. Theoretical part is divided into three chapters. The first chapter describes the basic terms related to marketing. The second chapter describes the term brand and its role in marketing. The third chapter dedicates to theoretical definition of marketing strategy with its elements including strategies at the level of product, price, distribution and communication. The theoretical part is followed by a practical part, which deals with the actual marketing strategy of Zovirax. Proposals for improvements and suggestions into the future are based on the SWOT analysis, analysis of competition, analysis of current marketing strategy and on my own research.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193900 |
| Date | January 2014 |
| Creators | Mráz, Miroslav |
| Contributors | Postler, Milan, Tatičová, Lucia |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
Page generated in 0.0113 seconds