Komunikační strategie společnosti Kinoko

The aim of the bachelor thesis is to evaluate the current communication strategy of the Czech company Kinoko, which focuses on the production of sportswear for women, and to propose appropriate recommendations for its improvement. The theoretical part of the thesis defines terms with a focus on online communication. In the practical part, an analysis of MML-TGI secondary data is first presented, which provides a framework view on the research area. Secondly, Kinoko is introduced and a content analysis is performed together with a communication analysis of competitive brands. The practical part includes a quantitative questionnaire survey that focuses on the consumers perception of the selected company's communication. In the conclusion of the thesis, the results of all the analyses and the questionnaire survey are summarized, based on which appropriate recommendations for the Kinoko's marketing communication improvement are proposed.