Analýza marketingové komunikační strategie společnosti Alza a.s

In the introductory part, the diploma thesis specifies the theoretical basis and the principles of the communication tools and presents the fundamental principles of effective functioning of marketing communication. Following the theoretical knowledge, the thesis specifies in detail the communication strategy of Alza.cz a.s., which is the lead company of eCommerce of the Czech and Slovak Republic. Through an in-depth interview with the heads of marketing, the thesis deals with the topic of how the company wants to be perceived by customers from the side of Alza and through what marketing tools and elements it seeks to achieve the desired position. It determines which features and unique aspects of the brand the company is focusing on in communication. Through the obtained information, it further defines the set of marketing goals and describes the initial path towards their achievement. At the theoretical level, it analyses the mainly internally set communication strategy towards customers and emphasizes brand positioning as the key element of business and marketing strategy. The aim of the thesis is primarily to determine the correlation between the established marketing strategy and communication and real perception of the values and characteristics of the company from a predetermined target group of customers. The correlation is determined by research done on a predetermined target group. Based on the analysis and obtained research, data points to weak and strong elements in the company's marketing communication and marks room for improvement.