Investigation into Impacts of Promotion Mix - Case Study of Crown Worldwide

Lidija Stojmirovic, dipl. ek.

Diplomová práce

Abstract:

Nowadays, the difference between competitive companies are expanding due to the improving effect of different marketing mixes. Recent studies illustrate that employing an effective promotion mix in the company’s’ marketing strategy provides a significant advantage against its competitors.Therefore, in this thesis, promotion mix is presented with its elements in detailed. Furthermore, the impact of promotion mix is investigated on sales volume and net income of the company. In addition, this study shows that the type of the business requires the particular promotion mix for that type of business.A case study has been held on for providing an example for the outcomes of this study. This case study provides investments and net income data of the two different brands of the Crown Worldwide company in United Kingdom between 2017 and 2019. Based on provided data return of investment has been calculated and illustrated for the given period. Consequently, obtained return of investment values, which has been identified as key performance indicator by Crown Worldwide, revealed that applying a well-oriented promotion mix improves the return of investment of the company.

Keywords

Promotion Mix, Impact of Promotion Mix, Marketing Mix, Return of Investment

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 29. 11. 2020

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / Economics and Management