Komunikační strategie wellness centra

The aim of this thesis is to propose an appropriate communications strategy for the ABC Thai massage wellness centre. A secondary aim is to determine the market potential for this centre. The theory part contains general information regarding the marketing of services, the communications mix and marketing research, specifically by questionnaire survey. The practical part makes use of analyses of the internal and external environment, SWOT analysis, and analysis of the current communications mix and target segments. These analyses and a questionnaire survey were used as a basis for determining market potential and proposing a new communications strategy which the centre can utilize for overall development and increasing turnover. A timetable and budget for the recommended proposals were drawn up. The proposals and recommendations can be applied more generally to companies providing services in the wellness sector