Marketingová studie vybraného podniku služeb
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Date
2016-10-31
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Abstract
Tato bakalářská práce se zabývá studií Restaurace a penzionu U Pešíků v severovýchodních Čechách, která působí na trhu od roku 2013. Bakalářská práce je rozdělena na 4 kapitoly a obsahuje 8 tabulek, 7 obrázků. První kapitola je vypracována v kontextu s odbornou literaturou a obsahuje teoretická východiska marketingové studie, definuje pojem marketing a charakterizuje jednotlivá marketingová prostředí a představuje marketingový mix. Druhá kapitola se zaměřuje na marketing služeb, kde jsou definovány rozdíly mezi výrobky a službami, a následně doplňuje další důležité body v marketingovém mixu služeb. Třetí kapitola se zabývá získanými informacemi poskytnutými Restaurací U Pešíků, charakterizuje marketingovou aktivitu podniku, která je vytvářena podnikem, s cílem zvýšení zisku a návštěvnosti restaurace. Závěrečná kapitola je výsledkem řešení a případných návrhů pro zlepšení chodu restaurace, a tím zvýšení její prestiže v podvědomí zákazníků
This bachelor thesis deals with the study of Restaurant and Pension U Pešíků in Northeastern Bohemia, which has been operating on the market since 2013. Bachelor thesis is divided into 4 chapters and contains 8 tables, 7 pictures. The first chapter is elaborated in the context of professional literature and contains the theoretical basis of the marketing study, defines the concept of marketing and characterizes individual marketing environments and represents a marketing mix. The second chapter focuses on marketing services, where the differences between products and services are defined, and then adds other important points in the marketing mix of services. The third chapter deals with the information provided by the Restauration U Pešíků, characterizes the marketing activity of the company that is created by the enterprise to increase the profit and attendance of the restaurant. The final chapter is the result of solutions and possible suggestions for improving the restaurant's performance, therefore increasing its prestige in the customers' unconscious.
This bachelor thesis deals with the study of Restaurant and Pension U Pešíků in Northeastern Bohemia, which has been operating on the market since 2013. Bachelor thesis is divided into 4 chapters and contains 8 tables, 7 pictures. The first chapter is elaborated in the context of professional literature and contains the theoretical basis of the marketing study, defines the concept of marketing and characterizes individual marketing environments and represents a marketing mix. The second chapter focuses on marketing services, where the differences between products and services are defined, and then adds other important points in the marketing mix of services. The third chapter deals with the information provided by the Restauration U Pešíků, characterizes the marketing activity of the company that is created by the enterprise to increase the profit and attendance of the restaurant. The final chapter is the result of solutions and possible suggestions for improving the restaurant's performance, therefore increasing its prestige in the customers' unconscious.
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Marketing, marketingové plánování, marketingový mix, marketingové prostředí, Restaurace U Pešíků, Marketing, marketing planing, marketing mix, marketing environment, Restraunt U Pešíků