Marketingová komunikace vybraného podniku
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Bakalářská práce se zabývá marketingovou komunikací Restaurace U Janka. Práce je rozdělena na teoretickou a praktickou část. Jejím cílem je navrhnout možné kroky ke zlepšení vybraných nástrojů komunikačního mixu, které by vedly ke zlepšení komunikace se stávajícími i potenciálními zákazníky. Úvodní teoretická část se zabývá vymezením základních pojmů marketingové komunikace, počínaje definicí pojmu marketing, marketingová komunikace, nástroje komunikačního mixu až po marketing v gastronomii a dopad koronavirového období na toto odvětví. Praktická část se věnuje vybranému restauračnímu zařízení a jeho nástroji marketingové komunikace, které ve svém podnikání aplikuje. Poslední část této práce je věnována analýze spokojenosti zákazníků Restaurace U Janka. Na základě provedené analýzy, interních zdrojů podniku a vlastních zkušeností autorky jsou pak navrhnuta doporučení pro zlepšení marketingové komunikace již zmíněného podniku.
The bachelor's thesis deals with the marketing communication of Restaurant U Janka. It is divided into the theoretical and the practical part. The aim of this bachelor´s thesis is to suggest possible steps to improve selected tools of the communication mix, which would lead to improved communication with existing and potential customers.The introductory theoretical part dealt with the definition of the basic concepts of marketing communication, starting with the definition of the term marketing, marketing communication, tools of communication mix up to marketing in gastronomy and the impact of the coronavirus period on this industry.The practical part is devoted to selected restaurant and its marketing communication tools, which it applies in its business. The last part of this work is devoted to the analysis of customer satisfaction at Restaurant U Janka. Based on the performed analysis, internal resources of the restaurant and the author's own experience, recommendations are then proposed to improve the marketing communication of the already mentioned company.
The bachelor's thesis deals with the marketing communication of Restaurant U Janka. It is divided into the theoretical and the practical part. The aim of this bachelor´s thesis is to suggest possible steps to improve selected tools of the communication mix, which would lead to improved communication with existing and potential customers.The introductory theoretical part dealt with the definition of the basic concepts of marketing communication, starting with the definition of the term marketing, marketing communication, tools of communication mix up to marketing in gastronomy and the impact of the coronavirus period on this industry.The practical part is devoted to selected restaurant and its marketing communication tools, which it applies in its business. The last part of this work is devoted to the analysis of customer satisfaction at Restaurant U Janka. Based on the performed analysis, internal resources of the restaurant and the author's own experience, recommendations are then proposed to improve the marketing communication of the already mentioned company.
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Marketingová komunikace, komunikační mix, reklama, přímý marketing, podpora prodeje, osobní prodej, koronavirové období, Marketing communication, communication mix, advertising, direct marketing, salespromotion, personal selling, coronavirus period