Marketing and communication strategies of the Czech airlines

The thesis deals with a using of marketing and communications techniques by company of Czech airlines in practice. The goal of the thesis is to find out whether those techniques are set optimally in accordance with company's market position. There were used several methods for solution of the problem. Observation focused on the product, interviews with experts inside the company, comparison with the competition especially comparing quality of the product and prices and the market research carried out by on-line questionnaires. There were recommended specific solutions for the problems defined. As the result of their application, improvement of the product supplied to passenger is expected as well as better perception of the ČSA brand