Analysis of the Marketing Communication and Image of the Company Hoffmann Group
| Thesis title: | Analýza marketingové komunikace a image spol. Hoffmann Group |
|---|---|
| Author: | Kaše, Martin |
| Thesis type: | Diplomová práce |
| Supervisor: | Postler, Milan |
| Opponents: | Kunák, Peter |
| Thesis language: | Česky |
| Abstract: | Cílem této práce je analyzovat komunikaci a image společnosti Hoffmann Group a jejích značek a na základě těchto analýz navrhnout určitá doporučení na zlepšení stávající komunikace společnosti na českém trhu. Teoretická část práce popisuje specifika B2B marketingu, marketingové komunikace, firemní identity a značky. Praktická část je zaměřena na analýzu působení společnosti Hoffmann Group na českém trhu. Analyzován je marketingový mix společnosti. Na základě vlastního výzkum je také analyzována image společnosti a jejích značek. V závěru práce jsou navržena doporučení na zlepšení stávající komunikace. |
| Keywords: | marketingová komunikace; B2B marketing; firemní identita; image; značka |
| Thesis title: | Analysis of the Marketing Communication and Image of the Company Hoffmann Group |
|---|---|
| Author: | Kaše, Martin |
| Thesis type: | Diploma thesis |
| Supervisor: | Postler, Milan |
| Opponents: | Kunák, Peter |
| Thesis language: | Česky |
| Abstract: | The objective of this thesis is to analyse the communication and image of the company Hoffmann Group and it`s brands and on the basis of these analyses, to make recommendations for the improvement of the current communication on the Czech market. The theoretical part of this thesis describes specifics of B2B marketing, marketing communication, corporate identity and brand. The practical part of this thesis focuses on the analysis of activities of the company Hoffmann Group on the Czech market. The marketing mix of the company is analysed. On the basis of own research, the image of the company and it`s brands is also analysed. In the final part of the thesis, the recommendations to improve the current communication are made. |
| Keywords: | brand; B2B marketing; marketing communication; corporate identity; image |
Information about study
| Study programme: | Mezinárodní ekonomické vztahy/Mezinárodní obchod |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of Retailing and Commercial Communications |
Information on submission and defense
| Date of assignment: | 9. 10. 2013 |
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| Date of submission: | 12. 12. 2014 |
| Date of defense: | 9. 9. 2015 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/44667/podrobnosti |
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