Komparace marketingové komunikace a postavení značky Schmidt's na českém a americkém trhu

This thesis deals with the comparison of marketing communication and the position of the Schmidt's brand on the Czech and American market. The aim of the thesis was to define substantive recommendations for the communication strategy of the Schmidt's brand on the Czech market in order to increase the effectiveness of communication and consequently improve the brand's position on the market. For the purpose of elaborating these recommendations, a case study of the brand on the Czech and American market was carried out. The study mapped the competitive environment and the marketing activities of the brand in the target markets. The case study included a questionnaire survey conducted in both the Czech and the US markets. The first part of the thesis deals with the theoretical basis of marketing, marketing communication, the concept of green marketing and current marketing trends. The second section of the thesis focuses on the methodology of the work and research. The last, practical part of the thesis is devoted to mapping the target markets, developing a case study, evaluating the questionnaire survey in both markets, comparing the brands in the markets and the resulting recommendations for improving the communication and position of the Schmidt's brand in the Czech market.