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Title: Strategy of marketing communication for Skechers on the Czech market Goals: The main objective of my thesis is to create a marketing strategy of communication for the Skechcers brand on the Czech market. This goal is based on identifying the biggest weaknesses of the brand. An important aspect of my thesis is also the comparison and inspiration of selected competitors, which are Nike and Under Armour. The target group of the communication strategy will be Generation Y in the Czech Republic. Methods: The practical part of my thesis, thus qualitative marketing research, was done in the form of an interview with two representatives from Skechers and Under Armour. The interview was centered around a previously prepared questionnaire, which was almost the same for both respondents - the only change was the name of the firm which the respondent represented. During the interview we focused on seven sections, which I discribe more in my thesis. A second method was used for the analysis of electronical documents and materials about existing marketing communications of Skechers and selected competitors. Results: The analytical part of the thesis is consisted of undertaken interviews with the representatives of Skechers and Under Armour. The results showed that Generation Y exclusively uses Under... |
