Return to search

Analýza marketingové a komunikační strategie značky Nissan v ČR / Analysis of marketing and communication strategy of Nissan company in Czech Republic

The aim of my diploma thesis was to evaluate, whether the marketing strategy of the Nissan company is efficient and what is its position among the companies operating in the automotive industry in the Czech republic. The thesis is divided into 4 parts. First part deals with definition of basic marketing terms and their comparison with the practices implemented at Nissan. The second part is focused on the company itself, its postions on the European and Czech market and specific marketing methods, which Nissan uses. Situation analysis is the subject of the third part. This part is focused automotive market in Czech Republic and its development, product portfolio of Nissan and analysis of competitors and target group. The last part is based on a case study of new model launch on the market. It includes critical evaluation of new model launch and communication activities. In the end, the thesis evaluates success on new model launch on the market.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:197207
Date January 2012
CreatorsShánělová, Petra
ContributorsPrůša, Přemysl, Mráz, Marian
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

Page generated in 0.002 seconds