Návrh marketingové strategie pro novou oděvní značku

Abstract

The aim of this diploma thesis is to design a marketing strategy for a new clothing brand in the Czech market. The theoretical part describes the principles of creating a marketing strategy and individual analyzes used to develop a situational analysis of the company. The following chapter is focused on the characteristics of the selected clothing brand and the analysis of its external and internal environment. For primary research are used in-depth individual interviews and an online questionnaire survey. Based on the situational analysis of the brand and the data obtained from the primary research, a marketing strategy was created for the successful introduction of the clothing brand on the Czech market.