Marketingová a komunikační strategie skupiny ERMET-BUCK

The aim of this thesis is to analyse current marketing and communication strategy of the group ERMET-BUCK, to evaluate results and to propose recommendations for the future. Basic terms of marketing, marketing mix, strategies and communication mix are explained in the theoretical part. Practical part begins with the introduction of the group, its history, what they do and it also contains basic information about the companies, that are part of the group. Then comes the analysis of the current marketing and communication strategy of the group with the help of marketing mix and communication mix. After that own research based on questionnaire survey and its results are described. In conlusion, on the basis of analysis and results, are proposed recommendations for improving marketing and communication strategy of the group in the future.