Marketing strategy of the HACO, spol. s r.o. company

The topic of this bachelor thesis is 'Marketing strategy of the HACO, spol. s r.o. company', a Czech producer of sanitary and air-conditioning system products. The aim of the paper is to evaluate the current marketing strategy of the company and make possible suggestions for its improvement. The thesis is divided into two main parts -theoretical and practical. In the theoretical part, the subjects of marketing theory and marketing strategies are dealt with. Marketing itself is characterized here along with fundamental processes of marketing management. Individual marketing mix tools are also introduced. The practical part deals with the marketing strategy of the HACO, spol. s r.o. company in detail. The company is briefly introduced and the situational analysis is conducted. The marketing mix of the company is also examined. Consequently, an actual marketing research is carried out in the form of a questionnaire survey. All findings are then summarized in the form of SWOT analysis. In the final chapter, the current marketing strategy of the company is evaluated and possible suggestions and recommendations for improvement are proposed