Marketingové aktivity společnosti Uber

This Master´s Thesis focuses on the sharing economy and more importantly, on one of the main pioneers of this phenomenon, which is Uber. Uber is presented as a typical example when describing possibilities and problems connected with the sharing economy. The thesis is divided into two main parts - the theoretical part and the practical part. The theoretical part deals with theoretical terms that are essential for a better understanding of the second, practical, part. It involves a complex description of the term sharing economy and its main driving force - Millennials (Generation Y). Furthermore, there are described terms such as marketing environmental analysis and marketing mix analysis, which are put into practice and presented on Uber in the latter part of this thesis. This thesis focuses on marketing activities of Uber in the Czech Republic and that also includes a questionnaire survey. The main goal of this thesis is to describe current marketing activities of Uber in the Czech Republic, to present findings about brand awareness of Uber in the Czech Republic and its customer satisfaction and consequently, to make recommendations on possible marketing activities, that could help Uber in the Czech Republic to meet its objectives and/or unfold its potential. The partial objective of this thesis is to put together a complex set of characteristics of the sharing economy.