Analýza marketingového mixu společnosti Landema Group s.r.o

The aim of the bachelor thesis is to analyse the marketing mix of Landema Group s.r.o. and to propose steps to improve it. The company wants to increase its sales by retaining its customer base of the older generation and attracting the younger generation. It also wants to increase its public awareness as it has undergone a rebranding exercise. The work was conducted through two qualitative interviews with the owner of the company and the marketing department. All this was supplemented and deepened with secondary data. First, an analysis of the marketing environment was conducted. The analysis of the macro environment using PESTEL analysis and the analysis of the competition was done using Porter's 5 forces analysis. Subsequently, an analysis of the applied marketing mix of Landema Group was conducted. The output is a SWOT analysis which divides the most important factors into strengths, weaknesses, opportunities and threats. Subsequently, recommendations could be proposed to help the business improve this mix, increase its awareness, attract the younger generation and thus increase its sales.