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The aim of the bachelor thesis is to analyze the marketing strategy of Hyundai CB Centrum Ltd. The result of this analysis will be proposals to amend and recommendations. The theoretical part is devoted to marketing strategies, market segmentation and individual marketing strategies. In the practical part will be using using suitable methods. In the practical part is an analysis of the marketing strategy. The result of the practical part will evaluate whether the analyzed marketing strategy is in line with the company's intentions. In the conclusion of the work are given specific proposals for recommendations for a more effective use of marketing strategies.

The bachelor thesis deals with a marketing strategy of the company ZOOT. ZOOT is a Czech e-shop which sells clothes and fashion accessories. This e-shop has also its own branches in the Czech republic, Slovakia and Romania. The aim of the bachelor thesis is to analyse the current marketing strategy of the company ZOOT, evaluate its effectiveness and make recommendations for improving current marketing activities. The theoretical part of the bachelor thesis summarizes main theoretical findings about marketing, brands and advertising campaigns. The practical part of the bachelor thesis focuses on the company ZOOT, with an emphasis on its marketing activities. In the last part of the bachelor thesis are the Christmas campaigns of the company from years 2014 and 2015 described. Based on the analysis of current situation of the company, suggestions for improvement of the marketing strategy are proposed.

The thesis deals with marketing strategy of restaurant Na Pekárně. There are analyzed the opportunities, threats, strengths and weaknesses of the restaurant through a SWOT analysis, political-legal, economic, socio-cultural and technological environment through PEST analysis, microenvironment in relation to customers, competitors and suppliers, current marketing strategy of restaurant and used marketing tools. To obtain detailed information about the company was used marketing research in the form of interview and Mystery shopping. Based on the results of the analysis will be suggested a suitable marketing strategy for the future and potential improvements. Analysis, marketing strategy, SWOT, PEST, Mystery shoppint, marketing mix, restaurants

The main aim of this bachelor thesis is to identify a typical customer of Firefly dance studio in order to verify the correct and effective philosophy of the company. The theoretical part is dedicated to market research, market segmentation, and questionnaire and consumer behaviour. The purpose of the empiric part is to find out the typical customer, using the method of anonymous questionnaires to effectuate this survey, and to deliver recommendations on how to improve the communication strategy of the company.

The objective of this Thesis is selection and adaptation of a suitable concept of a product being created. Selecion of the suitable concept is based on the designated concept and its testing. The testing is performed by the poll method among representatives of the public and business spheres. Determination of the final product concept as well as proposal of the marketing strategy for managers of Malované Mapy, s.r.o company is the outome. It will enable the managers to work on the further steps of developnent of new products. Based on the information from technical literature, the theoretical part explains the basic marketing terminology associated with the theme of the Thesis. This terminology is then applied in the practical part in the area of information processing by the company managers.

This diploma thesis deals with the marketing strategy of a selected company. The theoretical part contains general solutions of creating a marketing strategy - such as defining a vision, a mission or strategic goals. After these general solutions the theoretical part also deals with the marketing mix and the communication mix. All theoretical bases mentioned in the first parts of the thesis are then reflected in the practical part, where the theory is applied to the biggest Czech internet retailer Alza.cz a.s. At the end of the thesis, there is the authors's evaluation of the marketing strategy of Alza.cz a.s. and reccomandations to the current strategy supported with own marketing research.

The thesis aims to provide guidance to companies that desire to enter the French market with the aid of internet marketing. Recommendations are given based on a survey of specifics of the market and the environment that the market provides. It was also made its own research among French consumers who were the target group of marketing strategy described in thesis in details. The company has provided space for the practical testing of various marketing tools that were used while entering the French market of luxury products. The thesis is divided into five chapters which are devoted to describing the specifics of the French market, the issue of country of origin, brand perception and internet marketing. The last two chapters contain practical use of marketing methods and their evaluation. In conclusion, there are also evaluated three hypotheses, which had already been defined before the application of the chosen strategy. All information and datas are useful for companies that are interested in similar marketing strategy.

The objective of this Master's thesis to formulate recommendations and to create a proposal of the marketing strategy for the Non-governmental organization Kredance, whose area of activities lies in culture and contemporary movement theatre. The thesis is divided into four principal parts; the first part is focused on the theoretic framework of non-profit sector and NGOs with accent to the Czech reality. The second part deals with the management of NGOs, mainly with marketing management and management of finances (with stress on fundraising). The third part is composed of the profile of the organization Kredance and of the research. Last part of the thesis is based on the research and it presents a proposal of the marketing strategy and few recommendations (in the area of marketing).

The master's thesis is focused on analysing a marketing strategy of a specific wellness facility. The analysis itself and recommendations based on it are both aims of the thesis. The theoretical part consists of three main segments - health and wellness tourism, marketing and the location description. The practical part is introduced by characterizing the facility and its business environment, by using PEST analysis, among others. Marketing mix is then used for the description of the product. Above gained findings are summarized in SWOT analysis. The innovation of the product which took place during writing the thesis is mentioned in one subchapter as well. In the conclusion recommendation for the upcoming period and overall summary are presented. Comparative and analytic methods are used in the master's thesis.

The goal of this diploma thesis is to describe current and past marketing activities of Nike, Inc. in particular and to focuse on the company's marketing campaigns targeted at women (Nike Women). This thesis also wants to describe current influence of the Internet and social networks in marketing, the main characteristics of marketing targeted at women and to describe ongoing Nike Women campaign. Main goal of this diploma thesis is to evaluate its own survey, which is required to determine the current position of Nike, Inc. on the Czech market and the success of marketing campaigns targeted at women.

The aim of this Diploma thesis is to create a marketing strategy for a brand of Portugese wines called Wine With Spirit that is entering the Czech market. Firstly it analyzes current situation on the Czech wine market and Portugese wine production. The Company Wine With Spirit and its product range are then introduced as well as its current Portugese and Czech activities. A survey was conducted among chosen target group and its results are shown. In the next section a new marketing strategy is presented including marketing goals, SWOT and PEST analysis and marketing mix with proposed activities for brand support.

The aim of this bachelor's thesis is to clarify the issue of brand extension and propose a strategy for particular brand -- Tapi Tea. This brand is keen to use the extension as one of the competetive advantage and possibility how to attract a wider audience. The theoretical part of this thesis deals with basic concepts of strategic management, branding and brand extension. The practical part consists of proposed strategy, which is based on specific research with representatives of the new target group.

The aim of my thesis is a detailed analysis of current marketing strategy of previously chosen law firm. The theoretical part of my thesis is focused on determination of basic terms and processes forming the marketing strategy of company. The practical part applies theoretical findings on a specific law firm. Furthermore, includes detailed overview of current marketing strategy and also gives recommendation for future strategy of the law firm. The practical part compares chosen law firm with its rivals on the market on previously given parameters. This comparation is realized on base of mystery shopping.

The diploma thesis analyses Sportovní a rekreační zařízení města Ostravy, s.r.o. from a marketing perspective. The main goal is to report on the status and trends of marketing activities of the company and suggest possible improvements. The theoretical part defines a general marketing and specifics of marketing in services. In the practical part, the situation analysis evaluated the macro environment and microenvironment and costumer focused marketing research was conducted. Then the status of existing marketing toolkit is analysed. The core of the thesis is to assemble marketing strategy regarding the facts that have been emerged from the situational analysis.

The thesis analyses and evaluates a marketing strategy of the Grandhotel Pupp in comparison with its direct competitor, the Ambassador Grandhotel Narodni dum. The thesis focuses mainly on evaluating the online atributes of the marketing strategy including the online presentation of the hotel on all distribution channels the hotel uses. The main emphasis is put on current trends, because in marketing, these play the crucial role. First part of the thesis defines accommodation services, hospitality business specifics and specifics of marketing in hospitality. Second part evaluates the marketing techniques used on hotel s various distribution chanels. The second part then also compares all the activities used in marketing strategy of both above mentioned hotels.

The aim of this bachelor thesis is to carry out an analysis of each part of marketing mix and the environment in which the BK Lions Jindřichův Hradec basketball club is situated. Suitable and applicable recommendations are suggested to make the marketing mix more effective based on analysis of marketing situation. The first part is focused on describing the marketing mix and marketing situational analysis at a theoretical level. The practical part describes particular marketing tools which are used by the club, with subsequent marketing situational analysis being carried out. The last chapter summarizes the findings and states recommendations to optimize the marketing mix of the club and its marketing strategy.

The main goal of this diploma thesis is to create a base of marketing strategy of Berg Orchestra, because of focusing on new target group of younger audience. Theoretical part describes marketing of orchestras and specifics of marketing mix, then issues of segmentation, targeting and positioning. This part also focuses on marketing research, especially on quality research, which is used in practical part of this thesis. Practical part introduces Berg Orchestra, its aims, marketing and analysis through SWOT. Then it offers the quality research itself and in-depth interviews with nine respondents. At the end of this part there is an approximate framework of new marketing strategy with suggestions coming from the applied research.

This bachelor thesis deals with branding strategy of a consulting company. The goal of this thesis is to evaluate marketing communications of a specific consulting firm, to compare it with competitors, propose recommendations that will help the company to build their brand, and define the weaknesses which should be eliminated. The thesis was based on a relevant theory, questionnaire, foreign study and competition analysis. The major output of this work is designed positioning, main elements that should be emphasized in the communication strategy based on the needs and desires of the most attractive target group of the company, and also the final draft of a communication strategy itself.

Title: Marketing of selected Czech football league clubs Objective: Analysis and comparison of the marketing activities of selected Czech football league clubs and proposition of measures that would lead to the improvement of marketing activities, with an emphasis on marketing communications. Methods: PEST analysis SWOT analysis Porters five forces analysis Marketing research - qualitative method - in-depth interview - quantitative method - questionnaires Results: The results of evaluation of the marketing of selected Czech football league clubs showed significant differences in the quality of marketing activities between clubs. In some areas, such as websites, printed materials, clubs perform well. In others, such as, social networks or programs during breaks, they do not. Despite the lack of financial and human resources some elements are made with precision. I also tried to propose some measures that might lead to improvement and streamlining of marketing activities of clubs and that would be realistic even at third league level. These recommendations are mainly in the field of internet communication, accompanying programs, competitions and events that may increase the interest of viewers and partners of the clubs. Key words: Sports marketing, marketing mix, marketing communications, marketing...

This thesis deals with marketing activities of the Baby Agency, a babysitting company. The aim of this thesis is to map current marketing strategies of the company and to recommend improvements. The thesis itself is divided into two parts. The first theoretical part describes specific sections of marketing, such as marketing strategies, marketing mix of services, communication targeting at children and teenagers, market research techniques or new trends in marketing. The second part analyzes current marketing activities of the company and maps the competition. In the conclusion the thesis suggests the steps to be undertaken to improve the current marketing strategy of the Baby Agency are suggested, based on theoretical findings, analyses and surveys.

In my thesis I am looking into the comparison of communication strategy of the Coca-Cola company and its representative competitors in the Czech Republic and abroad. Each company has its own communication strategy and its communication mix, with help of which it is pursuing the successfulness of the communication strategy. The objective of my research is to find out to what extent it is successful and how strongly the communication mix affects the consumers. Based on the results of the research, I constitute my own recommendations for respective companies regarding the means of adjusting their communication mix in order to reach desired results.

The thesis investigated the company MOBIL GAS CENTRUM, spol. s. r. o., providing installation, servicing and sale of LPG, CNG in cars and trucks. The aim of which is to help the company to better understand its market position, specify its customers and target audience, competitors and possibly suggest a better way to communicate with customers. The work also describes the marketing mix, marketing objectives and strategies of the company studied, examined the competition using Porter's model of five forces of competitive and marketing research using questionnaires. The conclusion summarizes all the information and formulated recommendations.

The aim of this thesis is to analyze and assess the operations and marketing strategy of a family company Strašidelná Praha. The first part introduces theoretical background of marketing, such as marketing mix and SWOT analysis. The practical part provides a presentation of company Strašidelná Praha, describes its marketing mix and analyses both external and internal environment through a SWOT analysis. The research part of the thesis analyzed customer satisfaction with the data collected from an online questionnaire. The costumer satisfaction analysis includes suggestions for improvement to inspire the management of the company in future endeavours.

The objective of the diploma thesis is a proposition of inbound marketing strategy of Egerfish - a limited liability company. Egerfish is a manufacturing and wholesale company conducting business on the fishing tackle market. Egerfish´s products are sold under two brands - Sema and Suretti. Egerfish is trading exclusively with retailers within B2B relationship. The proposal of inbound marketing strategy is based on the company analysis and analysis of the fishing tackle market in the Czech Republic. The methods used for the inbound marketing strategy proposition were: consultation with specialists within fishing tackle market and within online marketing, survey and personal observation within Internet search. The proposition of inbound marketing strategy put forward the most effective mediums (or channels) that are mainly newly created website Sema-suretti.cz, Facebook page Sema Suretti and YouTube. Egerfish should focus on communication with its final consumers (fishermen) my means of these proposed mediums. The main contribution of this thesis is the proposition of a complex marketing strategy that was enriched by the definitions of brands and consumer "persons", which had not been created by the company yet.

The aim of the master's thesis is to analyze present marketing strategy of company Helder and to suggest specific alteration of company's marketing strategy and also recommend direction which should company tend to in future. Theoretical part of thesis will be focused on basic concepts and techniques related to the aim of this work. In practical part of thesis will be introduced company Helder s.r.o. and its marketing strategy. Practical benefit from this work will be realization of analysis and marketing research. Its purpose will be to find out opportunities for company on B2C market. On the basis of the analysis and research results will be recommended adjustment of marketing strategy and specific marketing communication activities. Due to them could company increase its chance to succeed on the target market.

The main goal of this bachelor thesis is to create a marketing plan for establishing a new café that will be located in Vršovice in Prague 10. The thesis is divided into 2 parts, theory and practice. The practice part includes processed analysis of the market such as analysis of the environment, market potential, location, services and market positioning. These analyses come from secondary data and primary data gathered through surveys. Based on these analyses, a proposal for marketing strategy is created. The outcome of this work is a comprehensive marketing plan that is a usable foundation for a positive decision in a business activity.

This diploma thesis in the first chapter characterises the concepts of brand and marketing strategy including their main components. In the second chapter deals with the brands Coca-Cola, Pepsi and Kofola and their elements, image, positioning and marketing mix. In the final part, the results of two surveys are presented - a survey of the retail chains and a survey among consumers of those brands, which are dealing with analysis of the market positiong of those brands and their perception by the consumers.

The objective of the thesis is to inform about new trends in internet marketing and its application for creation of the marketing strategy of the beginning internet shop Originálníbrýle.cz. In the first part, I compare e-commerce in Czech Republic with other states of European Union. In this part I also explain traditional marketing terms and their adaptation to changing environment of internet. In the second part of the thesis, I analyze the market on which the internet shop is trying to succeed. I also carry out a questionnaire survey that is supposed to unveil additional information about customers. In this part of the thesis, I create the marketing strategy. In the end of the thesis I introduce which of my recommendations the internet shop executed. I also state their overall output.

The purpose of this work is to analyze marketing strategy of K-Consult company by using SWOT analysis, marketing mix and others. The theoretical part contains general characteristics of marketing strategies, SWOT analysis, marketing management, marketing mix and PEST analysis. The practical part aims to apply those procedures specifically on K-Consult. Moreover, the firm is compared with its rivals. The end supposes to sum up the whole information and suggests possible improvements in the future.

This diploma thesis deals with the analysis of launching a new IT product on the Czech market. It focuses on small businesses and introduces an IT product intended for this specific kind of a clientele. There is no such a product on the market, which leads to an excellent potential in this field. On the basis of experience, the company in which the IT product is introduced finds it crucial to develop a reliable marketing mix as well as strategy because it is difficult to offer these IT products to people owning smalls businesses who do not understand the technological aspects of such products. The theoretical part, therefore, provides the definition of the main marketing terms, B2B market, marketing strategy, marketing mix, SWOT analysis and a detailed description of launching a new product on the market, including the explanation of the differences between launching a product and service. The practical part of this paper gives information about a telephone service provider and its major competitors and it describes the IT products situation on the Czech market. The thesis also recommends a particular marketing mix of the selected product and a sale strategy. The success rate of the product is analysed on the basis of an interview with a small business and the opinion of the manager of a company in which the product is introduced.

This thesis deals with launch of a new product to the market from the marketing perspective with main focus on marketing mix. Thesis is divided into two parts, theoretical and practical one. Theoretical part deals with marketing research, strategic and tactic marketing, in general. Practical part implements findings from theoretical part. Main goal of this thesis is to choose target segment and create a positioning to it all based on a market research. This gives the base to define product, create a pricing strategy and develop a distribution strategy and also to make a communication mix.

The aim of this thesis is to evaluate current marketing strategy in STOCK Plzeň-Božkov s.r.o. with emphasis on Fernet Stock brand, which is acting on herbal and bitter liqueurs spirits market, and to suggest appropriate recommendations for its improvement with focus on young consumers. At first the theoretical basis is defined to understand a concept of marketing strategy, analysis of external and internal environment, brand equity and marketing communication. To achieve the main objective, the primary and secondary research was carried out. The primary data were obtained by on-line consumer survey and field research. Based on these data the whole spirits market of Czech Republic was analysed with emphasis on herbal and bitter liqueurs spirits market. Furthermore, there was a Fernet Stock brand marketing analysis based on data from theoretical basis and both researches. The conclusion contains suggested recommendations to be implemented in current marketing strategy.

The goal of this final thesis, which is broken down into 3 chapters, is the analysis of marketing strategy for the company Canon in the Czech market. Furthermore, suggested potential improvement from observed data. In the first chapter, we familiarise ourselves with the organisation of Canon and provide basic information on its history, philosophy of the company and its Corporate Social Responsibility. The theoretical section explains important terms used at work such as marketing concept, marketing mix, marketing communication and SWOT analysis. The practical section uses the theoretical section and applies said theory to the investigation of the company. In the end, there is a SWOT analysis presented by me to identify the main areas of improvement in the current marketing strategy.

The aim of the dissertation is to evaluate marketing strategy of the brand Ceresit and its product line STOP Humidity (STOP Vlhkosti). The theoretical part defines fundamental concepts such as marketing and strategy, furthermore, it describes the steps of strategic marketing process. Also, the dissertation introduces Henkel, the brand Ceresit STOP Humidity and its product portfolio. The practical part involves internal and external analysis, however, it primarily focuses on the elements of marketing mix of the brand Ceresit STOP Humidity. As for methodology, particularly field research and content analysis are used throughout the study. Finally, SWOT analysis is employed to summarize key outcomes followed by author's recommendations resulting from the research.

The master's thesis deals with the issues of marketing strategy and communications with subsequent applications to an alternative care center for pets, named the Optima Vetcare. The theoretical part includes description of marketing concepts, which include a marketing strategy, a marketing mix, a communication mix, trends in marketing and a marketing research. The practical part is specifically focused on the specifics of the marketing Optima Vetcare and maps its marketing efforts since the year 2014, when it was founded. The questionnaire survey is realized at the end of the thesis and then recommendations are proposed for the improvement of Optima Vetcare's marketing communications. The aim of this thesis is to present an alternative care center for pets Optima Vetcare and analyze its marketing. Another goal is to provide possible proposals and recommendations for marketing communication improvement.

The bachelor thesis with the topic "Analysis of the Škoda marketing strategy on the Chinese market" focuses on analyzing the four marketing instruments, which form the current marketing strategy of the Škoda brand on the Chinese market. The aim is to identify the current Škoda position in the competitive environment of the world's biggest automobile market and define the importance and contribution of the Chinese market to achieving Škoda's global goals.

Bachelor thesis analyzes the marketing strategy of The Emblem Hotel. The work combines two main parts - theoretical and practical, based on the chosen hotel. The first part defines the main terms and concepts associated with marketing and services in the hotel environment. Another section is devoted to presentation and analysis of individual marketing mix with its application to the hotel. The last section contains of an analysis of competition and SWOT analysis, on the basis of which in the end proposals and improvements in the future are made.

The aim of this work is to describe the entry of the brand Missha to the Czech market and to analyze its marketing strategy. Then to propose recommendations for possible changes in the use of marketing communication tools to enhance observed indicators of the company's strategy. For the creation of the theoretical part the methods of literature search and compilation are used. Available secondary data are used to obtain data for analysis, also analysis of MML-TGI data are used for this thesis and qualitative research such as personal interviews with Missha customers.

This diploma thesis deals with sport marketing - specifically with marketing strategies comparison of professional and amateur football clubs. Forms of commercial communications are described and specifics of sport marketing as well, then there SK Dynamo České Budějovice and FK Olympie Týn nad Vltavou presented including their marketing strategies. In frame of this work there was performed survey focused on perception of the club among it's own fans. The results of the survey were also compared with results of survey from bachelor thesis of the same author - the aim was to assess the influence of amateur marketing department of FK Olympie Týn nad Vltavou on perception of the club.

The aim of this bachelor thesis is to find out, how well do czech customer know the brand LUSTI, to analyse its current marketing strategy and to suggest possible improvements. In the theorethical part of this thesis, basic marketing terms are explained to facilitate understanding of the practical part of the thesis. The practical part consists of an analysis of the current marketing strategy, creating a SWOT analysis and evaluaiton of marketing research. The last chapter introduces possible suggestions and recommendations for improvement.

This Master's Thesis follows up creation of marketing strategy of SLUSNY shop. The author, is actively participating in the leading of the company. The Thesis is based on data received from situation analysis of SLUSNY's microenvironment, macroenvironment and from marketing research. The situation analysis contains several marketing analysis means used in business practice. According to founded data, the author is generating suitable marketing strategy for SLUSNY shop. The goal of the Thesis is to create marketing strategy, which is logically connected to obtained data, is based on competition advantage and can lead company to its goal.

The bachelor thesis is dedicated to marketing strategy of spanish fashion brand Oysho. The main goal is analysis of company's current marketing strategy, ist marketing instruments and suggestion of Oysho's possible entry strategy to Czech market. At first chapter are defined theoretical terms related to marketing. Second chapter explores company's history and progress following with analysis of Oysho's marketing strategy. Following chapter studies marketing strategy of Italian rival brand Intimissimi. Based on questionnaire survey and SWOT analysis at final chapter is carried out evaluation and recommendation on Oysho's possible entry strategy to Czech market

This thesis focuses on the non-profit organization called Vítkův Hrádek, particularly it explores the sources of financing for its activities. It also examines the effect of current marketing strategy on the ability to obtain required funding sources. The study concludes with the overall assessment of the findings, as well as several proposals of certain measures that could improve the overall financial situation of the organization.

The main objective of this Thesis is to explain the importance of a Brand as a part of the Marketing Strategy on a growing Smart Phones market. Theoretical part analyzes four basic Marketing Strategies and their effect on a Brand Perception. The rest of the theoretical part is focused on Customer-based Brand Equity concept and brand building itself. Analytic part introduces current Smart Phone Market and analyzes marketing strategies of leading manufacturers on the Czech market. Based on the Survey and Depth Interviews, the author reveals the importance of Smart Phone Brand for Millennials, who are defined as young consumers born from 1984 to 1996. Based on the research, author recommends the marketing strategy which should help manufactures to build a strong Brand and gain Millennials loyalty.

The aim of this thesis is on the basis of theoretical knowledge and empirical data to analyze previous communication activities and to suggest recommendations on communication strategy for small enterprise -- UNO DUE beauty salon, which is operating in Prague. We also put attention on the special features of used communication tools and channels determinated by nationality of owners, employees and clients. The thesis is divided in 2 parts: teoretical and practical. First part is going to explain such basic terms as marketing, marketing and communication mix, services, marketing and communication strategy. Second part is about small enterprise UNO DUE beauty salon and recommedations on its communication strategy on the basis of situation analysis, evaluation of previous communication activities and own research.

The bachelor thesis deals with marketing in the field of services, namely in a case of the Prague art Aero Cinema. The main goal of this thesis is to suggest an improvement of the current marketing strategy of the cinema. The practical part of the thesis presents the Aero Cinema, its history, marketing mix and SWOT analysis. Possible improvements of current marketing strategy are suggested on the basis of a typical customer's profile, identified using a survey.

This diploma thesis deals with the marketing strategy of the sport club called Boroboard. This club takes place in Samokov, Bulgaria. The club competes in snowboard disciplines. On base of the theoretical knowledge, there will be made external analysis, wich will help to define possible problems, they will have to deal with next season. The thesis will be plan of possible actions, that could be done for the future prosperity. KEY WORDS Marketing strategy, Marketing mix, Marketing comunication, Snowboarding

The main goal of diploma thesis is to analyse the marketing strategy of Black Light Theatre of Jiri Srnec and to suggest its future improvements. The thesis itself contains six chapters, divided into theoretical and practical parts. First three theoretical chapters are devoted to marketing, marketing mix, situation analysis and marketing and commercial communications and strategies. Following chapters create the practical part of the thesis and contain information about Black Ligh Theatre, analysis of its marketing mix, evaluation of recent marketing and communication strategy and interpretation of field research results. Based on these analyses, the last chapter brings suggestions and recommendations for improvements in future marketing strategy.

The Bachelor Thesis titled Marketing strategy of the company LITS Global Ltd. is focused on a broad topic of marketing and creating marketing strategies. The first section briefly oultines a theoretical background of marketing and gives more clear insight into specifics of B2B marketing. In the next section it describes a creation of marketing strategy, where the key element is the strategic marketing plan. The markceting plan describes an analysis of internal and external business environment based on which it is possible to craeta so-called SWOT analysis. The fundamental tool for designing appropriate strategies is Marketing mix. The parts of the Marketing mix are more described for the sector service. The last part of the thesis uses theoretical knowledge for designing marketing strategy of a particular company LITS Global Ltd for UK market.

The main objective of this thesis is to identify current tools of online marketing communication of South Bohemia region in the field of tourism and evaluate their performance and efficiency of use. A secondary objective is to design a strategy for online marketing communication of South Bohemia region as a tourist destination using the latest trends and technologies.