Marketingová analýza kliniky estetické medicíny

This bachelor’s thesis examines the marketing strategy of a selected company in terms of its effectiveness within the current competitive environment. The main objective of the thesis is to evaluate the effectiveness of the current marketing strategy of the aesthetic medicine clinic Altos and propose recommendations for its improvement. The partial objective is to identify weaknesses in the area of marketing communication through a questionnaire survey conducted among the clinic’s clients. The theoretical part, based on a literature review, outlines fundamental concepts of marketing and marketing strategy, the service marketing mix, and the specifics of marketing in aesthetic medicine. The practical part includes a survey of 202 Altos clients who shared their experiences with the clinic’s services. The findings revealed that Altos is perceived as a professional, safe, and highly trustworthy institution with qualified personnel and a pleasant environment. The marketing strategy was therefore evaluated as effective in the long term, with the exception of several identified weaknesses. To address these shortcomings, five improvement recommendations were formulated.