The marketing role in a competitive railway public transport environment in the Czech Republic

Iuliia Gabdrahimova

Master's thesis

Abstract:

This diploma thesis is focused on the marketing role in a competitive railway public transport environment in the Czech Republic. The aim of this diploma thesis is to determine how operators in a previously monopolistic public transport industry use marketing to improve their competitiveness and establish their position in the marketplace, and to what degree they are successful in this. Given thesis includes two parts: theoretical and practical parts. The theoretical part of the thesis includes basic terms and definitions on the topic of marketing to achieve a competitive position in the marketplace. The practical part is based on an analysis of the marketing practices used by private (and denationalised) companies operating in the public transport sector in the Czech Republic - České Dráhy, RegioJet, Leo Express by means of a survey of customers and potential customers. Based on the survey results evaluation recommendations to improve marketing strategies in the Czech railway companies, as well as ways to improve and strengthen competitiveness to further consolidate the market position of these companies.

Keywords

marketing, competition, achievement of competition, marketing practices, marketing in the transport field, transport sector, competitiveness, market of transport services, transport enterprises, marketing mix, increased competition

Language used: English

Date on which the thesis was submitted / produced: 18. 3. 2021

Thesis defence

• Supervisor: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

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