Návrh strategie expanze pro franšízový podnik se zaměřením na prodej zmrzliny

Abstract

The bachelor's thesis focuses on designing an expansion strategy for a soft serve ice cream franchise, specifically for the brand Tak trochu jiná točená. This thesis analyzes various marketing strategies and the possibilities of using modern marketing approaches. The main emphasis is placed on the effective use of social media as a tool to increase brand awareness and attract new franchise interest. The thesis includes interviews with franchise candidates, which provide valuable insights into their expectations and ideas about joining the franchise network. Furthermore, the work suggests effective marketing methods suitable for expanding the business scope in the field of selling soft serve ice cream.