Analýza efektivity marketingových nástrojů u malého online obchodu

This bachelor’s thesis focuses on the analysis of the effectiveness of marketing tools used in a small online store selling handmade candles. The thesis is based on a real business operated by the author, who has gained practical experience with selling handmade products in the Czech Republic, including the sales process, the characteristics of typical customers, and the marketing tools and strategies that deliver the best results. The thesis defines the key concepts related to e-commerce, small online business, and the specifics of the handmade segment. It also presents an overview of marketing tools and their role as sales and communication channels. The practical part analyzes data from one year of operation of the Plus Vibe Candles brand and identifies which marketing activities were effective and which were not. The outcome of the thesis consists of specific conclusions and recommendations based on real data and practical experience, which can be used for the development of similar businesses in the Czech Republic. The thesis contributes to a better understanding of the specifics of this market and may serve as a basis for informed decision-making when starting or developing similar business initiatives.