Analýza marketingové a komunikační strategie společnosti RegioJet a.s. a srovnání konkurenčního prostředí na železniční trati Praha-Olomouc

The aim of this Bachelor's Thesis is to analyze the marketing and communication strategy of the Czech passenger train operator RegioJet and to compare the competitive environment on the railway line between Prague and Olomouc. Basic terms, the understanding and correct interpretation of which is essential for the empirical part, are explained in the theoretical part. Further, the theory deals with marketing communications and marketing services. The company RegioJet and competitors České dráhy and Leo Express are described and analyzed, based on the targets set up in the empirical part. The analysis is performed on the basis of secondary data, including data from internal company sources and primary data gained from the field research where information about particular companies, based on a questionnaire survey and personal experiences, are collected, compiled, analyzed and evaluated. The outcome of the empirical part is a description and evaluation of marketing tools and communication channels that the company RegioJet uses, as well as quality processing of SWOT analysis for each company, comparison of the travel atmosphere between particular carriers based on the established criteria, communication campaign and suggestions for improvements for the company RegioJet. Outcomes of the thesis can be used by companies to plan their strategies and also in competition with other carriers. Each chapter begins with a brief introduction of the theme and also highlights the consistency with goals of the thesis.