Návrh strategie online marketingové komunikace pro vybranou společnost

Abstract

This dissertation presents a comprehensive analysis and strategic design of digital marketing for Walder.tech, focusing on LED lighting. It includes an in-depth SWOT analysis revealing the key factors affecting the company. This research is complemented by a PESTLE analysis that maps the broader macroeconomic environment, and a TOWS matrix that integrates the outputs of the SWOT analysis into strategic initiatives. The work includes benchmarking that assesses the online presence of the competition, and the development of original proposals and recommendations for effective online marketing communication. The goal of this thesis is to provide Walder.tech with a strategy that is practically applicable and can significantly improve its market position and brand awareness.