Analysis of Marketing Mix Tools of a chosen Company

The subject of this bachelor thesis is the marketing mix analysis of CANARIA TRAVEL Ltd. travel company that is the sole specialist in the Canary islands. The thesis is divided into theoretical and practical part. The theoretical part describes the marketing of services, tourism, destinations and individual tools of expanded marketing mix. Next it introduces the SWOT analysis, including its rating system. The practical part introduces the travel company, carries out the SWOT analysis and its rating. The goal of this thesis is to evaluate the findings and to suggest possible recommendations for improving the current situation of the company