Marketing strategy of Art Deco Imperial Hotel
| Thesis title: | Marketingová strategie hotelu Art Deco Imperial |
|---|---|
| Author: | Dvorská, Kateřina |
| Thesis type: | Diplomová práce |
| Supervisor: | Valentová, Jana |
| Opponents: | Dragula, Ladislav |
| Thesis language: | Česky |
| Abstract: | Práce se zabývá zpracováním situační analýzy pražského hotelu Art Deco Imperial. Jejím cílem je zformulovat marketingovou strategii hotelu pro následující období. Práce začíná analýzou vnějšího a vnitřního prostředí hotelu s charakteristikou marketingového mixu. Její součástí je stanovení konkurenčního setu hotelu, pro jehož následný průzkum je použita metoda mystery mail. Dále je provedena analýza recenzí na portálech Booking.com a TripAdvisor.com. Získané informace jsou shrnuty v analýze SWOT, z které se vychází při návrhu marketingové strategie. |
| Keywords: | Konkurence; Situační analýza; Marketingová strategie; Hotel |
| Thesis title: | Marketing strategy of Art Deco Imperial Hotel |
|---|---|
| Author: | Dvorská, Kateřina |
| Thesis type: | Diploma thesis |
| Supervisor: | Valentová, Jana |
| Opponents: | Dragula, Ladislav |
| Thesis language: | Česky |
| Abstract: | This Master's Thesis undertakes the procession of the Prague Art Deco Imperial Hotel situational analysis. The goal is to formulate the marketing strategy regarding the following time period. The paper starts with the analysis of the internal and external hotel environment and the characterization of the marketing mix. Part of this analysis is also establishing a competing hotel set, regarding which the mystery mail method has been used. Furthermore a review analysis of the Booking.com and TripAdvisor.com portals is carried out. The gained information is summarized in the SWOT analysis and on the basis of this analysis the marketing strategy proposal is created. |
| Keywords: | Competition; Situational analysis; Marketing strategy; Hotel |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
|---|---|
| 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 Tourism |
Information on submission and defense
| Date of assignment: | 19. 6. 2014 |
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| Date of submission: | 8. 5. 2015 |
| Date of defense: | 10. 9. 2015 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/48330/podrobnosti |