Marketingová strategie společnosti Levné knihy

This bachelor’s thesis focuses on the evaluation of the marketing strategy of Levné knihy, a company operating in the Czech book market. The aim of the thesis is to assess the current marketing strategy based on situational and competitive analyses, an interview with the company’s marketing manager, and original quantitative research. The thesis further identifies weaknesses in the strategy, with a particular focus on brand identity and its perception by customers, and proposes specific recommendations for its optimization. The theoretical part defines the key concepts of marketing strategy and branding, including models of brand identity and brand equity, the STP strategic process, and the marketing and communication mix in the context of the book market. The practical part is based on secondary data, the conducted interview, and a questionnaire survey. Based on the findings, the final section presents a comprehensive optimization of the marketing strategy, focusing on the redefinition of brand identity, rebranding, repositioning, and the modernization of the communication mix with the aim of strengthening the company’s market position.