Marketing strategy analysis of the Harley-Davidson company on the Czech and European market, comparison with competition

This bachelor's thesis deals with marketing strategy of Harley-Davidson company in Czech republic, tools which company uses to communicate with consumers. In addition, its position on the Czech market in comparison with competition and I introduce the biggest rival, the BMW. Inseparable part of this work is the overall concept of the European market, potential market sharing and specifications. The conclusion of this work will be devoted to the recommendations for improving the company's position on the Czech market