Marketing strategy of Grena

The aim of the bachelor thesis is to inform a reader about marketing and to analyse the marketing strategy of Grena, a.s., which offers fire resistant materials, boards, face panels, vermiculite and kitchen doors. The theoretical part is focused on marketing, marketing strategies, SWOT analysis and on marketing research and the competition analysis. The following part is focused on the company Grena, a.s. This part describes the company and the history of this company, the range of products this company offers and the activity of the company on foreign markets. This thesis also analyses the competition in the fields, where Grena is active. The marketing analysis is based on marketing mix 4P. The end of this thesis includes SWOT analysis. There are also some suggestions for new solutions and for improvements of the marketing strategy of the company which are based on the SWOT analysis.