Návrh marketingové komunikace pro start-up Acapica

The diploma thesis focuses on the development of a marketing communication proposal for the start-up Acapica. The aim is to map out how best to set up marketing communication for this start-up in order to effectively reach the target audience and to design it based on these findings. The theoretical part summarizes the existing knowledge in the field of marketing, especially marketing communication, and describes the tools of the communication mix. The practical part first describes the methodology of the thesis and the qualitative research, which took the form of in-depth interviews. This is followed by a description of the start-up itself and the industry, which includes a SWOT analysis. Subsequently, the data analysis is carried out, according to each theme. Finally, based on the theoretical findings and the qualitative research data, a marketing communication is proposed.