| Thesis title: |
Analýza marketingové strategie společnosti Personna International CZ a návrhy na její vylepšení |
| Author: |
Zechel, Tomáš |
| Thesis type: |
Bakalářská práce |
| Supervisor: |
Postler, Milan |
| Opponents: |
- |
| Thesis language: |
Česky |
| Abstract: |
Bakalářská práce se zabývá analýzou marketingové strategie společnosti Personna International CZ, s.r.o., která na českém trhu mimo jiné zastupuje značku Wilkinson Sword. Cílem práce je zhodnotit současnou marketingovou strategii zvolené značky a navrhnout konkrétní opatření vedoucí ke zvýšení konkurenceschopnosti. Toto je dosaženo pomocí teoretických východisk z oblasti marketingu, marketingového mixu a SWOT analýzy a praktickým výzkumem, který zahrnuje dotazníkové šetření a expertní rozhovory. |
| Keywords: |
Personna International CZ; Wilkinson Sword; Marketing; Holicí potřeby |
| Thesis title: |
Analysis of the marketing strategy of Personna International CZ and suggestions for its improvement |
| Author: |
Zechel, Tomáš |
| Thesis type: |
Bachelor thesis |
| Supervisor: |
Postler, Milan |
| Opponents: |
- |
| Thesis language: |
Česky |
| Abstract: |
The bachelor's thesis deals with the analysis of the marketing strategy of the company Personna International CZ, s.r.o., which represents the Wilkinson Sword brand on the Czech market, among others. The aim of the thesis is to evaluate the current marketing strategy of the chosen brand and to propose specific measures leading to increased competitiveness. This is achieved using theoretical foundations from the field of marketing, marketing mix and SWOT analysis and practical research, which includes a questionnaire survey and expert interviews. |
| Keywords: |
Shaving products; Personna International CZ; Wilkinson Sword; Marketing |
Information about study
| Study programme: |
Mezinárodní obchod |
| 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: |
12. 9. 2024 |
| Date of submission: |
27. 6. 2025 |
| Date of defense: |
2025 |
Files for download
The files will be available after the defense of the thesis.