Marketingová strategie společnosti Student Agency na českém trhu

Dissertation is about analysis of marketing strategy of Student Agency company, limited partnership on the czech market. It is neccesary for each company on the market to settle its strategic, but also operative and partial goals, which thanks to different marketing tools it is neccesary to reach, supervise this fulfilment and systematically evaluate the effectiveness of setlled and fulfilled goals of the company to work well on the market. The company Student Agency, limited partnership, which is on the czech market since 1993, has made within the 20 years of function on the czech market a lot of important strategic desicions, that caused that this significant company has been on a very good level on the czech market and this company has been awarded from different evaluating companies on the czech market. Within the 20 years of function on the czech market, this company has created its several daughter's and sister's companies, which still have only one owner, only one shareholder, and this man is Ing. Radim Jančura. Dissertation brings analysis of marketing activities not only as for theoretic facts based on several expert publications, but also activities from practice, which help the company to be number one on the czech transport market. Dissertation also contents four appendixes, which show data from annual anniversary reports of the company within the years 2009 - 2012 and they are about groups of companies that belong to the brand Student Agency and also its consolidated turnover withing the years 2009 - 2012.