Návrh marketingové strategie pro společnost RECYVECI s.r.o

The bachelor's thesis aims to propose a marketing strategy for the company RECYVECI s.r.o., due to its current absence. The first, theoretical part focuses on the concept of marketing strategy, which is divided into the analysis of external and internal environment. These are then put into practice and related to the company RECYVECI s.r.o. Secondary research of the practical part will provide an insight into the external and internal environment through PEST analysis, analysis of competition, customers and marketing mix. Subsequently, an analysis of customers' shopping behavior is performed, which, thanks to a questionnaire survey, brings new insights into the situation of the market and the company. The questions of the primary research, in which two specific groups became participants, are arranged in the context of the marketing mix and based on their results, recommendations are proposed.