Marketingový výzkum na příkladu společnosti LEGO Korea

This bachelor thesis is focused on the issue of marketing research in the theoretical level, as well as in practice, using the example of the LEGO Company. The target is to confirm that commonly available theory and described methodology of marketing research in marketing publications, analyzed in the first part of my work, finds its application in the real life of a prospering international company with global impact. After a brief introduction of the company and explaining the specifics of the category of toys on the Korean market, this work puts emphasis in its analytical part on describing specific used methodology for the given research and analyzes concrete results. The final part contains my recommendations for usage of gained findings from the data collection for the adjustment of strategy of LEGO in South Korea for the coming period and thinks about the beneficial effect of the employed research.