Marketingová strategie vybrané obchodní firmy

This work deals with the marketing strategy of company Saparia, which manages Trade Centre Sapa in Prague. There are two objectives of the work. The first one is to acquiant reader with the complex description of the trade centre and the other is to analyse the marketing strategy of the company with a final proposal of a new marketing strategy. The thesis is divided into four chapters. The first chapter deals with the theoretical basis, the definition of marketing strategy. The second chapter gives the comprehensive description of the trade centre as the object of marketing strategy. Individual subsections describe company Saparia, the location of the trade centre, its history, the offer and its functions. The third chapter is devoted to analysis of the marketing environment. This strategic analysis involves the description of a typical customer and seller of the trade centre, competitive environment, media monitoring and analysis of the current marketing strategy. SWOT analysis summarizes the results of these partial analyses, providing the basis for the formulation of a new marketing strategy, which is the subject of the last fourth chapter.