Analýza a zhodnocení marketingové komunikace internetového obchodu onlinegastro.cz a vybraných konkurentů

This bachelor’s thesis focuses on the analysis of the online marketing communication of the online store onlinegastro.cz, operating in the field of professional gastronomic equipment, as well as on the analysis of its closest competitors. The aim of the thesis is to analyse and evaluate the current marketing communication of the online store onlinegastro.cz and selected competitors and to propose recommendations for the subsequent marketing communication of the online store onlinegastro.cz. The theoretical part of the thesis is primarily devoted to key tools of marketing communication with an emphasis on online marketing and provides a theoretical framework for the development of the practical part of the thesis. The practical part includes a semi-structured interview with representatives of onlinegastro.cz, an analysis of the competitive environment, and partial analyses of the marketing communication of the online store onlinegastro.cz and its identified closest competitors. The obtained findings were subsequently synthesised using a SWOT analysis, which served as a basis for the formulation of recommendations for future marketing communication.