This master thesis deals with proposal of Tim Hortons' communications strategy, Canada's largest chain of fast food restaurants, when entering the Czech market. The main theme is the analysis of existing communications strategy and the subsequent setting of the marketing communication plan for 2011. The thesis is divided into two parts - theoretical and practical. Theoretical part characterizes the marketing and commercial communications and provides the basic theory of the stages of marketing communication plan planning. The practical part introduces company Tim Hortons, its marketing initiatives and then the concrete steps to build a communication strategy for the Czech market. Based on comparison of Tim Hortons brand positioning with its main competitors it is created the right communication campaign, its timing, budget and usage of appropriate media. Finally, the thesis summarizes the results of the analysis and the key pillars of the proposed marketing communication plan, which are positioning, creative and media strategy, sponsorship and campaign management.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:16182 |
| Date | January 2009 |
| Creators | Nyklová, Petra |
| Contributors | Postler, Milan, 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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