marketing communication of the company Hanibal
| Thesis title: | Marketingová komunikace firmy Hanibal |
|---|---|
| Author: | Vrbová, Anna |
| Thesis type: | Bakalářská práce |
| Supervisor: | Zeman, Jiří |
| Opponents: | Filipová, Alena |
| Thesis language: | Česky |
| Abstract: | V posledních letech narůstá obliba outdoorových sportů a tato práce je věnována právě marketingu v této oblasti. Cílem práce bylo prozkoumat a zhodnotit marketingovou komunikaci firmy Hanibal, která prodává outdoorové vybavení do přírody, a navrhnout zlepšení a změny v oblastech, kde má firma rezervy a nedostatky. V práci byly popsány marketingové metody a komunikační nástroje, které firma Hanibal používá ve své praxi, a dále byly jednotlivé metody a nástroje zkoumány prostřednictvím kvantitativního dotazníku určeného pro zákazníky firmy. Bylo zjištěno, že komunikace, přístup k zákazníkovi a kvalifikace prodavačů jsou silné stránky firmy, kterými se může odlišovat od ostatních. Zároveň však byly nalezeny nedostatky komunikace v některých oblastech, přičemž byla stanovena doporučení, jak tyto nedostatky zlepšit, či napravit, nicméně se však jedná o oblasti marketingu a komunikace, které nejsou pro firmu klíčové. Navíc byly také nalezeny mnohé příležitosti, které by firma mohla v budoucnu využít pro zvýšení své konkurenceschopnosti nebo růst. |
| Keywords: | marketing; komunikace; outdoor; firma |
| Thesis title: | marketing communication of the company Hanibal |
|---|---|
| Author: | Vrbová, Anna |
| Thesis type: | Bachelor thesis |
| Supervisor: | Zeman, Jiří |
| Opponents: | Filipová, Alena |
| Thesis language: | Česky |
| Abstract: | In last years, we can observe rising popularity of outdoor sports and this bachelor´s thesis is dedicated to marketing communication in this field. The purpose of this work is to examine and evaluate marketing communication of the company Hanibal. They sell outdoor equipment. Furthermore, the aim was also to suggest some changes and improvements in the areas, where the company´s weaknesses or deficiencies are. In this work were described marketing methods and communication tools which are used by the company in the praxis. Further, there was conducted a research in which a quantitative questionnaire for the customers of this company was provided. It was found that communication with the customer, company´s approach and employee´s expertise are the strengths of the company. On the other hand, there were found deficiencies in some areas of the communication and in connection with these shortages were suggested some improvements. It is to say that these deficiencies were however in the areas, which are not so important for the company and are not the key factors of their communication. Moreover, there were found some opportunities for the company which could be concerned as a way how to gain an advantage over the competition or how to expand the business. |
| Keywords: | communication; company; marketing; outdoor |
Information about study
| Study programme: | Mezinárodní ekonomické vztahy/Mezinárodní obchod |
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| Type of study programme: | Bakalářský studijní program |
| Assigned degree: | Bc. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of International Business |
Information on submission and defense
| Date of assignment: | 6. 3. 2020 |
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| Date of submission: | 30. 4. 2021 |
| Date of defense: | 2. 6. 2021 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/72957/podrobnosti |