Analýza CSR aktivit vybrané společnosti

The thesis "Analysis of CSR activities of a selected company" is focused on a comprehensive evaluation and analysis of corporate social responsibility (CSR) activities in Skoda Auto. The thesis examines how the company implements CSR in its business and marketing strategies and how this is reflected in its perception by the public and customers. It analyses in detail the impact of CSR activities on the company's image, the relationship between CSR and consumer purchasing behaviour, and examines the impact of these activities on the company's sustainability and environmental policy. The thesis analyses the biggest competitors of Skoda Auto in the Czech market. The research uses primary and secondary data, such as quantitative data from the MML-TGI survey or a questionnaire. Hypotheses were set, which were then statistically evaluated. Based on the results obtained, the thesis offers recommendations for more effective CSR communication and strategies to increase awareness of the company's CSR activities to strengthen its market position and to improve customer relations.