The main goal of the thesis is to develop a specific proposition for adaptation of LGI Czechia's marketing strategy with respect to its current position on the Czech market. The first part of the thesis offers indispensable theoretical knowledge of marketing theory and financial analysis. These theoretical foundations are practically applied in the second part of the thesis, which begins with introduction of LGI Czechia, analysis of its marketing strategy and marketing environment as well as its internal predispositions. Based on particular findings the thesis summarizes key marketing areas suitable for improvement. Next part focuses on the adaptation of marketing strategy as it captures problematic areas and develops specific marketing solutions for improvement. Additionally the thesis also offers basic financial analysis of LGI Czechia in comparison with its competitor Kühne + Nagel.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:263843 |
| Date | January 2014 |
| Creators | Halfar, Jan |
| Contributors | Radová, Jarmila, Lhotáková, Markéta |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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