Komunikační strategie společnosti Emirates Airline na českém trhu

The aim of this bachelor thesis is to describe and assess the current communication strategy of Emirates Airline in the Czech Republic, point out strengths and weaknesses of its marketing communication and subsequently suggest possible future improvements. The definition of the civil aviation sector, characteristic of services and their quality, definition of marketing communication and meaning of advertising campaigns are covered in the first part of the work as well as the general data about Emirates Airline, a subsidiary of The Emirates Group. The second part describes the position of Emirates Airline on the Czech market with regard to the competition, competitive advantages, target groups and the current communication strategy of the company. The last chapter focuses on the concrete communication campaign to demonstrate effectiveness of the marketing communication and make some possible recommendations.