Marketing příspěvkové organizace

The bachelor’s thesis is focused on the marketing of a contributory organization, specifically the Klubíčko Kindergarten in Milevsko. The thesis aims to analyze and propose a suitable marketing strategy and measures to increase its low market competitiveness. The theoretical part defines the marketing analysis of a contributory organization with the help of professional literature; its basic concepts stem from marketing, marketing and communication mix, marketing environment, and also SWOT. The practical part examines the external and internal environment of the organization using PEST analysis, sector hexagons, and SWOT analysis. The research part of the thesis is based on a qualitative approach. They are supported by two focus groups with target groups and an expert interview with the kindergarten director. Based on the research and analysis findings, specific recommendations are proposed, leading to improved marketing communication and a strengthened image of the Klubíčko Kindergarten.