Příprava podnikatelského plánu – založení Aquaponické farmy

Abstract

The theoretical part of the work discusses the basic principles of aquaponics, its advantages and disadvantages, as well as the principles and structure of a business plan, market and competition analysis, marketing strategy, financial planning, and the theoretical foundations of SWOT analysis, Porter's Five Forces analysis, and the 4P marketing mix. A Porter's analysis of competition, which focuses on the analysis of competitive forces in the industry and evaluates the influence of these forces on the business, is conducted. Subsequently, a questionnaire survey is carried out, examining consumer preferences and purchasing behavior, their knowledge and awareness of aquaponic products, and their willingness to pay a premium for these products. Based on the information obtained, a marketing strategy is developed according to the 4P model (Product, Price, Place, Promotion). In the practical part, the market for aquaponic products in the Czech Republic, the competitive environment, and potential customers are analyzed in detail. Based on these analyses, a marketing strategy, organizational structure and management, financial plan, and investment costs are proposed. The work also includes an evaluation of risks and opportunities for business growth. The master's thesis provides a comprehensive view of the establishment and development of an aquaponics farm, identifies opportunities for improving competitiveness and sustainability of the business, and proposes strategies for successful market entry and long-term growth of the company.