Evaluation of Marketing Communication Channels of Toyota Czech Republic

Ing. Petra Jílková

Master's thesis

Abstract:

This thesis deals with the marketing communication of Toyota in the Czech Republic. The aim of this work is to evaluate the channels of marketing communication of the selected company and their perception by the audience. The first part defines terms that are related to the topic of the thesis. This part will be elaborated on the basis of study of selected literature and internet sources.The second part of the thesis deals with the perception of the company’s marketing channels by the audience. The questionnaire was used to find the attitude. Furthermore, the marketing channels of the company are described and the more detailed opinion of potential customers on the website are presented.The obtained data are analyzed in the final part of the thesis.The company's marketing activities are not very registered among selected respondents. However, this brand is ranked among the top of both - the considering car brands when purchasing cars and new personal car registrations in the Czech Republic.

Keywords

advertising, website, marketing communication, communication, automotive

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 28. 3. 2019

Obhajoba závěrečné práce

• Vedúci: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / odbor:
Economics and Management / European Agrarian Diplomacy