Marketing strategy of the Konzum Ústí nad Orlicí cooperative with a focus on automated convenience stores

This thesis deals with the marketing strategy of the Konzum consumers' cooperative in Ústí nad Orlicí with a focus on automated convenience stores. The aim was to analyze the current marketing practices and suggest improvements using modern technologies and trends in retail. In the theoretical part, the history and development of consumer cooperatives is presented, then analytical methods such as SWOT analysis, competitive analysis and the 5P model are applied to evaluate the current situation. The practical part includes a questionnaire survey among customers of an automated Konzum convenience store, the results of which were used to design new marketing approaches. The thesis concludes that the implementation of the recommended measures can contribute to better brand perception and increased customer loyalty.