This Master's thesis deals with the marketing strategy of a franchise chain illustrated by the example of Yves Rocher, a French company known for its various marketing activities and above all its loyalty program. The objective of this thesis is to describe in detail how a franchise chain works in the Czech market and illustrate it by the example of Yves Rocher company, to evaluate its marketing strategy and to find out the effectiveness and impact of this strategy on the target customers via a questionnaire survey. The theoretical part of the thesis is composed of two chapters -- whereas the first chapter is devoted to the marketing strategy from a theoretical perspective, the second chapter deals with the concept of franchise. The practical part is devoted to Yves Rocher company, a producer of natural cosmetics which has been present in the Czech market for more than twenty years, and to the analysis of its marketing strategy. The executed questionnaire survey investigates the effectiveness and impact of this strategy on the target customers.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:164063 |
| Date | January 2011 |
| Creators | Koliševová, 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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