Analýza marketingové strategie společnosti Havel, Holásek & Partners s.r.o., advokátní kancelář

The Bachelor thesis deals with the analysis, critical evaluation and recommendation for the improvement of marketing strategy of Havel, Holásek & Partners s.r.o., attorneys-at-law. This work is divided into theoretical and practical part. The theoretical passage is devoted to interpretation of the basic marketing concept, definition of its primary purposes, theory of the marketing mix and the specifics of services marketing. The practical part concerns with the company itself, and focuses on the core, tools and results of marketing communications. The reader is also acquainted with the development of both the company and its market competitors. Subsequently, the terms of the theoretical part are applied directly to the law firm. According to the survey results and consultation with the management, the suggestion for the optimal composition of the new marketing strategy was created at the final phase.