The aim of this thesis is to do strategic analysis for the company Heineken Česká republika, a.s. with marketing communication analysis and research on brand awareness. Marketing communication is focused on advertising. The research on brand awareness is done through a questionnaire survey. The first part focuses on theoretical basis, which contains strategic analysis, marketing communication and research. The second part describes company Heineken Česká republika, a.s. Strategic analysis contains macroeconomic and microeconomic analysis, analysis of internal resources and ability of the company, financial analysis and SWOT analysis. Analysis of marketing communication is devoted to marketing and communication mix of the company with focus on advertising. In conclusion of this thesis is analysis of research on brand awareness.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:112586 |
| Date | January 2011 |
| Creators | Smrčková, Lucie |
| Contributors | Filipová, Alena, Zeman, Jiří |
| 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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