Komunikační strategie vybrané firmy

The topic of the bachelor thesis is the communication strategy of a chosen company. The main objective of the thesis is to identify the consumer preferences of potential customers of the chosen company and to formulate recommendations for the communication strategy based on the assessment of the existing communication mix. The first part of the bachelor thesis is based on the monitoring of secondary sources. The findings are then applied in the second part of the thesis, which deals primarily with the primary marketing research. The quantitative questionnaire survey is carried out using the CAWI method. The marketing SWOT analysis is mainly based on the results of the survey and the current communication strategy of the company. The purpose of the thesis has been fulfilled, provided was formulation of recommendations for setting long-term and short-term communication goals using the SMART method, as well as suggestions for adjusting the current communication mix.