Marketing strategy possibilities in a selected field

The bachelor thesis deals with the possibilities of marketing strategy in the selected area, which is the sports shoes and apparel market. Its main objective is to analyze and evaluate the marketing strategy of two leaders of the market - Adidas and Nike, and based on this analysis, with the projection of the specifics of Czech market, to develop a marketing strategy proposal for the company newly entering the market. The theoretical-methodological part summarizes the current knowledge of marketing, defines the basic concepts and describes the methodology used for the elaboration. The practical part deals with specific brands, outlines their market position and analyzes the marketing mix. It also explores brand perception and marketing mix among Czech consumers using MML-TGI data and its own questionnaire survey. At the end, the marketing strategies of both brands are thoroughly evaluated and based on this assessment, with inspiration from the primary data analysis, a marketing strategy for the new company is created