This thesis covers the topic of McDonalds marketing strategy on the Czech market. At the beginning of the thesis, McDonalds as a company is explored. The second part focuses on the market environment, which I have divided into the micro-environment and macro-environment. A SWOT analysis was carried out as part od the work. The third part describes the marketing strategy as well as the marketing mix. In conclusion, I analyze the marketing strategy and provide possible areas of improvement.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:142211 |
| Date | January 2011 |
| Creators | Lišková, Tereza |
| Contributors | Khelerová, Vladimíra, Drozen, František |
| 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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