Marketingová strategie vybrané leasingové společnosti

This bachelor's thesis focuses on the marketing strategy of Ayvens s.r.o., a company operating in the operating leasing and mobility sector in the Czech Republic. The thesis is set in the context of the company's international rebranding, which involved the integration of ALD Automotive and LeasePlan under the new global Ayvens brand. The aim of the thesis is to evaluate the current state of Ayvens s.r.o.'s marketing activities in the Czech Republic and, based on the conducted analyses and research findings, propose a marketing strategy that can be applied in practice in the operating leasing and mobility sector. To achieve this objective, a literature review, a competitor analysis, a 7Ps marketing mix analysis, a SWOT analysis, and qualitative research conducted through semi-structured in-depth interviews with the company's employees and customers were carried out. Based on the conducted analyses and the results of the qualitative research, a marketing strategy proposal for Ayvens was developed, addressing the identified low brand awareness, increasing competition, and limited product differentiation in the market. The strategy primarily focuses on strengthening the brand, developing digital tools, and improving customer experience, while also taking into account trends in electromobility and the development of the retail segment.