Marketing strategy of the company Max Sport

The subject of the bachelor thesis is the marketing strategy of the company MAX SPORT Ltd. This Slovak company produces nutritional bars falling within the fast-growing category of functional food. The aim of bachelor thesis is the analysis of the marketing strategy used by the company on the Slovak market. The first part summarizes the theoretical background of marketing, marketing strategy, market analysis, marketing mix and brand. Theoretical knowledge is then applied in the case study. The practical part analyses the company Max Sport Ltd. and its current marketing strategy in detail. Max Sport brand awareness and consumer behaviour of its customers are then analysed by conducting an own questionnaire survey. The main target of this thesis is the development of proposals and recommendations in order to improve the current strategies based on the results of the questionnaire and own market analysis