Options for Albert's marketing strategy and their correlation with customer segments

This diploma thesis focuses on the marketing of a retail chain in the Czech Republic. Specifically, it examines the marketing strategy of Albert as one of the largest players on the Czech market. The aim of the thesis is to analyse the marketing strategy of Albert, describe the tools it uses and critically evaluate the relevance of the chosen marketing tools to the targeted customer segments. The theoretical part introduces the reader to the topic of marketing and marketing strategy and situates it in the retail environment. Its main contribution is in providing a knowledge base for a comprehensive understanding of the practical part. The practical part is based on primary and secondary data. Qualitative and quantitative research surveys are used to collect primary data. At first, this section is devoted to a detailed understanding of Albert and defining its market position. Next, the marketing strategy, customer segments and the chosen marketing mix are analysed using individual in-depth interviews. In order to achieve the objective of verifying the relevance of the chosen marketing strategy to the customer segments, a questionnaire survey is used on customers of the Albert. The last part of the practical part is a synthesis of the findings in the form of a SWOT analysis of the company. The conclusion of the thesis summarizes the results and conclusions.