Návrh marketingové komunikace obchodu s biopotravinami

Abstract

This bachelor's thesis focuses on the analysis of the current state of marketing communication and the subsequent proposal of a strategy for the business Vita obchůdek in Hlučín. The main objective of the thesis is to propose specific communication activities that will strengthen the company's online presence and streamline interaction with customers, based on theoretical knowledge and original research. The thesis is divided into two parts: theoretical and practical. The theoretical part defines key concepts in the field of marketing, the communication mix, and modern trends with a focus on social media. The practical part includes a description of the company and an analysis of its external and internal environment. Data for the proposal part were collected through quantitative research conducted in the form of a questionnaire survey. The results of the analysis showed that the business benefits from the high level of trust of existing customers but exhibits reserves in the area of digital communication. Based on these findings, specific recommendations are formulated at the conclusion of the thesis, including a content plan for social media and the introduction of new elements for building customer loyalty and trust. The proposed measures aim to strengthen the company's market position and increase its competitiveness in the region.