Public relations vybraného podniku
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Date
2017-10-31
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Abstract
Diplomová práce se zabývá problematikou public relations společnosti Ahold Czech Republic, a.s. Na českém trhu tato společnost působí od roku 1990 a provozuje maloobchodní síť hypermarketů a supermarketů Albert. Hlavním cílem této diplomové práce je identifikovat jednotlivé nástroje interního a externího public relations, zhodnotit je a případně navrhnout doporučení pro zlepšení. Diplomová práce je rozdělena na dvě části. První část se zabývá teoretickou podstatou marketingu, marketingového mixu a public relations. Public relations je zde definováno jako prvek komunikačního mixu, je popsána jeho definice, historie, cílové skupiny a jednotlivé nástroje. Poté následuje praktická část, kdy je představena vybraná společnost, její marketingová komunikace a aktuální PR aktivity vůči interní i externí veřejnosti. Dále následuje dotazníkové šetření, které zkoumá povědomí externí veřejnosti o PR aktivitách této společnosti a jak na ni tato společnost působí. Z vyhodnocení tohoto dotazníkového šetření poté vycházejí navržená doporučení.
The diploma thesis deals with public relation issues of the company Ahold Czech Republic, a.s. This company has been operating on the Czech market since 1990 and it operates a retail network of Albert hypermarkets and supermarkets. The main aim of this diploma thesis is to identify individual tools of internal and external public relations, to evaluate them and suggest recommendations for improvement. The diploma thesis is divided into two parts. The first part deals with the theoretical character of marketing, marketing mix and public relations. Public relations are defined as an element of the communication mix. Its definition, history, target groups and individual tools are being described. Then the practical part follows, here the company is described as well as its marketing communication and the current PR activities towards the internal and external public. It is followed by a questionnaire survey that examines public awareness of this PR's activities. Recommendations are suggested from this survey.
The diploma thesis deals with public relation issues of the company Ahold Czech Republic, a.s. This company has been operating on the Czech market since 1990 and it operates a retail network of Albert hypermarkets and supermarkets. The main aim of this diploma thesis is to identify individual tools of internal and external public relations, to evaluate them and suggest recommendations for improvement. The diploma thesis is divided into two parts. The first part deals with the theoretical character of marketing, marketing mix and public relations. Public relations are defined as an element of the communication mix. Its definition, history, target groups and individual tools are being described. Then the practical part follows, here the company is described as well as its marketing communication and the current PR activities towards the internal and external public. It is followed by a questionnaire survey that examines public awareness of this PR's activities. Recommendations are suggested from this survey.
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Marketingová komunikace, komunikační mix, public relations, nástroje public relations, interní a externí PR, Ahold Czech Republic, as, prodejny Albert, Marketing communication, communication mix, public relations, public relations tools, internal and external PR, Ahold Czech Republic, as, Albert stores