Podnikatelský plán na zřízení prodejny

Abstract

This thesis focuses on the development of a business plan for establishing a brick-and-mortar retail store specializing in wicker products, natural decorations, and floristic supplies in the city of Ostrava. The main objective is to assess the economic and strategic feasibility of the business idea and propose an appropriate market entry strategy. The thesis combines theoretical knowledge with practical application and employs selected strategic analysis tools, including PESTLE analysis, Porter’s Five Forces model, and SWOT analysis. It also includes primary marketing research conducted through a questionnaire survey, the results of which are used to design the marketing mix. Based on the conducted analyses, a comprehensive business plan is developed, taking into account current market conditions, the competitive environment, and customer demand. The outcome of the thesis is an evaluation of the project’s potential and recommendations for its practical implementation.