Marketingová strategie malého podniku jako nástroj udržení konkurenční výhody

This bachelor’s thesis examines the marketing strategy of Yorkmut Pets Yoga Prague as a tool for maintaining a competitive advantage in a rapidly evolving market environment. The main objective of this thesis is to analyze the current marketing strategy of Yorkmut Pets Yoga Prague and evaluate its contribution to maintaining the company’s competitive position. The theoretical section defines the basic concepts of marketing, marketing communication, and marketing strategy, with an emphasis on the specific characteristics of small and medium-sized enterprises. The practical section includes an analysis of the marketing mix, a SWOT analysis, an analysis of marketing communication, and a competitive analysis of the company. The thesis includes empirical research conducted through a questionnaire survey among customers and semi-structured interviews with company employees. Based on the results of the analyses and research, recommendations and proposals are formulated to optimize the marketing strategy with a focus on the effective use of online tools.