Marketingová strategie společnosti WellU

The aim of the bachelor thesis is to evaluate the current marketing strategy of WellU company and to make suggestions and recommendations crucial for its improvement and streamlining. The work is divided into four main chapters. The first chapter defines the basic theoretical concepts in the field of marketing, such as marketing strategy, marketing mix, multi-level marketing, competitive environment or SWOT analysis, which are the basis for the next part of the work. The second chapter presents the company WellU; subsequently, applies the theoretical knowledge of the analyses from the first part to this company. The third part is already devoted to own research, which examined the perception of WellU's marketing activities by its business partners and customers. The research itself was carried out through a questionnaire survey and an interview with selected business partners of the company. In addition, research questions were set within this research and examined the typical consumer profile, the key factors leading to the purchase of products, social media efficiency and motivational factors leading to the cooperation of business partners with the company and their higher performance. Finally, the last chapter presents suggestions and recommendations that will be the starting point for the company to improve and streamline its current marketing strategy.