Marketingová komunikace značky STEYR na českém trhu

The master thesis deals with the marketing communication of the Austrian brand STEYR on the Czech market. STEYR specializes in the production and sale of agricultural and forestry equipment. It offers intelligent solutions such as navigation systems or precision farming softwares. The aim of the master thesis is to evaluate marketing communication of the Austrian brand STEYR in the Czech market. In the theoretical part, the master thesis first deals with the theory of marketing communication, defines terms such as communication mix, model of effective marketing communication or specifics of B2B market. Moreover, the theoretical part is devoted to the agricultural machinery market in the Czech Republic, the exclusive importer of the brand STEYR a company AGRI CS a.s. and its competitors. The integral part is the profile of the brand STEYR including the current position of the brand on the Czech market or a product portfolio. Furthermore, the practical part demonstrates the analysis of the brand marketing communication, which is supported by an analytics tool such as Google Analytics and research in the form of in-depth interviews with selected customers, marketing department and key employees. The synthesis of the practical part is represented by the SWOT analysis. The recommendations for improving the future strategy and for increasing effectiveness of the marketing communication are suggested.