Zhodnocení marketingové komunikace vybraného subjektu

Bc. Kristýna Svobodová

Master's thesis

Marketing communication evaluation

Abstract:

Tato diplomov?a pr?ace se zab?yv?a zhodnocen??m n?astroj?u marketingov?e komunikace ve spole?cnosti McDonald's u vybran?e kampan?e Grand Royal. Jedn?a se o spole?cnost, kter?a je jednou z nejv?et?s??ch a nej?usp?e?sn?ej?s??ch spole?cnost?? na trhu v oblasti rychl?eho ob?cerstven??. Prvn?? ?c?ast pr?ace se zam?e?ruje na de nov?an?? z?akladn??ch marketingov?ych pojm?u souvisej??c??ch s marketingovou komunikac?? a jej??mi n?astroji jako v?ychodisko pro ana- lytickou ?c?ast pr?ace. Dal?s?? ?c?ast se zam?e?ruje na charakteristiku dan?e spole?cnosti, jej?? historii a p?redstaven?? vybran?e restaurace Rautenweg, u kter?e byla ?u?cinnost hodnocena. Analytick?a ?c?ast obsahuje skute?cn?a pou?zit?? jednotliv?ych n?astroj?u ve spole?cnosti McDonald's. Posledn?? ?c?ast hodnot?? jednotliv?e n?astroje marketingov?e komunikace v porovn?an?? se skute?cn?ymi daty. Pr?uzkum prob??hal v obdob?? leden a?z b?rezen 2015. Z??skan?a data byla zpracov?ana pro lep?s?? p?rehlednost do gra ck?eho zn?azorn?en??. ? U?cinek mar- ketingov?e komunikace byl zji?st'ov?an pomoc?? vyu?zit?? modelu AIDA a ADAM. Do- tazn??kov?e ?set?ren?? m?elo podlo?zit, zda byly segment spr?avn?e ur?ceny a jejich zac??len?? bylo ?u?cinn?e. Z?av?ere?cn?a ?c?ast pr?ace navrhuje mo?zn?a zlep?sen?? marketingov?e komunikace spole?cnosti.

Abstract:

This diploma thesis deals with evaluation of marketing communication in McDo- nald's company namely for Grand Royal campaign. It is well-known that McDo- nald's is one the most successful and respectful company in the area of fast food services. First part of this work is devoted to the de nition of basic marketing terms. The stress is put on the terms which are directly linked to the subsequent practical part of the work. Second part describes the company, its history and also introduces Rautenweg restaurant where the e ectiveness of advertisement were evaluated Third part includes the practical use of marketing tools in McDonald's company. Fourth part compares marketing tools with real data. Research took place be- tween January and March 2015. The obtained data was graphically depicted in order to easy the evaluation. The e ect of marketing communication was evaluated with the help of AIDA and ADAM model. The evaluation was based on questionnaire and the man purpose was to nd out whether the segment and the target was correctly selected and the impact e ective. Last part suggest several improvements of the marketing communication in Mc- Donal'd. Key words

Keywords

Marketing, marketingová komunikace, komunikační mix, STP.

Keywords

marketing communication, campaign, e?ciency, Marketing, port, public relations

Language used: Czech

Date on which the thesis was submitted / produced: 31. 3. 2015

Thesis defence

• Supervisor: Ing. Václav Švec, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / Economics and Management