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Chládková, M. „Marketing mix in selected retail store“. Bachelor Thesis. Brno: Mendel University in Brno, 2019. This bachelor thesis is focused on analysing the current marketing mix of a selected retail store. Its aim is to improve selected elements of current extended marketing mix. Proposals are based on the analysis of external environment, competition and market research. In order to fulfil the aim of the thesis, a literature review is carried out, within which the basic concepts are defined. Individual methods of analysis such as PESTE, Porter's five driving forces model, competition analysis and EFE matrix are applied in the results of the work. The store's internal environment was explored by using an expanded marketing mix. A questionnaire survey was used to make recommendations for improvement and to identify the target customer. The most appropriate proposals are assessed from the economical point of view. |
