MARKETING STRATEGIES IN BUS TRANSPORT COMPANIES AND ITS IMPACT ON INCREASING THE COMPETITIVENESS

Marketing strategies are an important part of strategic management in business management. The article presents the position of bus transport companies in Slovakia and their marketing strategies. The article also includes the survey that was conducted in Slovak companies. The survey results indicate that marketing strategies are considered an important part of strategic management. Currently it is common that in many sectors, all business entities offer the same product for the same price at approximately the same technological conditions and with the assistance of equally well-trained staff. And therefore the properly adjusted marketing strategy can be the key to business success also in transport services. For this reason in the end of the article are recommended proposals for marketing strategies, specifically for bus transport companies.