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Marketing mix analysis of a company – Bc. Aida Saidova

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University of Finance and Administration

Bachelor programme / field:
Economics and Management / Business Management and Corporate Finance

Bc. Aida Saidova

Bachelor's thesis

Marketing mix analysis of a company

Marketing mix analysis of a company

Abstract: The bachelor thesis deals with the marketing mix analysis of the oil company in the conditions of the present state of economy. The advance of the oil industry has largely influenced the notion of marketing, even more so marketing mixes. And yet, one of the leading businesses throughout the world. Extant literature agrees on the importance of oil, but does not elaborate on the characteristics of effective marketing value propositions. Hence, my purpose has been to investigate what is the 4Ps of the oil company associated with the successful marketing analysis. Thesis validates that marketing analysis have an important role and shows that the marketing mix aimed at analysing the entire market. Thus, the first part of the work considers the theoretical footing of the company marketing mix analysis based on the classical marketing mix. The second part deals with the analysis of the specific parts of the topic and other important, influential forces in order to check the viability and prospective profitability of the emerging company and considering the great influence of the oil industry. The methods that have been used in this work include the analysis of selected marketing activities and analysis by techniques known SWOT.

Keywords: marketing mix, product, place, price, promotion, swot analysis

Language used: English

Thesis defence

  • Date of defence: 12. 6. 2017
  • Supervisor: Mgr. Ing. Dominik Stroukal, Ph.D.
  • Reader: MBA Jiří Vicek

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