Návrh marketingové komunikace pro vybranou společnost na B2B trhu

Abstract

This thesis focuses on the development of a marketing communication plan for Ateliér Mošnov, a company providing audiovisual services to B2B clients. The goal of the thesis was to create a concrete communication proposal that reflects the real needs of the target group, increases the efficiency of acquisition activities, and supports brand building. The theoretical part covers the marketing communication mix, individual communication tools, and the specifics of the B2B environment. The practical part is based on a combination of quantitative and qualitative research conducted in the first half of 2025 among existing clients of Ateliér Mošnov. The quantitative survey involved 31 respondents, followed by four in-depth interviews with representatives of companies from the target group.

The research revealed that the most important factors in the decision-making process for cooperation include the visual quality of the output, a personal approach, and the credibility of the supplier. Companies most often search for suppliers through online search engines and consider short videos on social media the most effective form of promotion. The results also showed that smaller businesses place greater importance on price. The main outcome of the thesis is a proposal for comprehensive marketing communication, divided into acquisition and branding components. It includes website optimization, targeted PPC campaigns, active personal selling, strengthening the company’s presence on social media, and encouraging the collection of customer reviews. The proposed measures are tailored to both the identified customer preferences and the company’s current operational capabilities.