Tvorba strategie pro zavedenou značku

Abstract

I divided my Bachelor’s Thesis into two main parts. In the first part I tried to specify the aim of the Bachelor’s Thesis and to provide an introduction to the field of Strategy and Strategic Management in general with special emphasis given to Brand Strategy. The aim of the Thesis was to develop a strategy of an established brand. The sources of the theoretical part stem from the bulk of professional literature with focus mainly on Brand Building and its Strategic Management. In the practical part of the Thesis I briefly described the history of a company which produces soft drinks. I conducted an analysis of the present state of the brand and its business competition and ran a detailed analysis of the results of a survey focused on the category of syrups. I created a proposal of a new brand strategy using marketing mix. This part is based mainly on my professional experience gained while working as a Brand Manager and on the present situation of the soft drink market, especially the syrup segment.