Retail marketing

The theme of the thesis is retail marketing. The aim is to determine the actual market position of independent retail subject (The Store) by observation of the Store and its competition, situational and territorial analysis. There was made an analyses of means of communication which the Store uses. In the Store there was an experiment with change of location of articles realized to achieve increase of sold units. A number of recommendations which can help to improve market position of the Store have developed from the analysis and experiments