Marketingová strategie vybrané firmy

This diploma thesis deals with the marketing strategy of a selected company. The theoretical part contains general solutions of creating a marketing strategy - such as defining a vision, a mission or strategic goals. After these general solutions the theoretical part also deals with the marketing mix and the communication mix. All theoretical bases mentioned in the first parts of the thesis are then reflected in the practical part, where the theory is applied to the biggest Czech internet retailer Alza.cz a.s. At the end of the thesis, there is the authors's evaluation of the marketing strategy of Alza.cz a.s. and reccomandations to the current strategy supported with own marketing research.