Tvorba marketingového plánu festivalu Ahoj Viet Nam

The bachelor thesis deals with creating a marketing plan for festival of vietnamese culture and gastronomy called Ahoj Việt Nam, organized by non profit organization CzechViet Initiative, z.s. The aim of this thesis is to create the marketing plan by proven practices model, modified for the form of organization. The theoretical part introduces several models of marketing planning and demonstrating details on the selected SOSTAC® model, customized for a non profit event. The practical part then breaks down the model into steps such as situation analysis, setting objectives, creating a marketing strategy and choosing tactics deployed in the recommended action plan along with other suggestions to improve festival promotion. At the end the practical part demonstrate how to measure the success of the implementation, which will help with potential changes during the process.