Návrh marketingové komunikace pro firmu podnikající v oblasti kovovýroby

The aim of this thesis is to design marketing communication for a small company that does business exclusively on the B2C market in the field of metalworking in the South Bohemian region. In the theoretical part, attention is paid to the basic terms, concepts and techniques necessary for orientation in the marketing field. In the practical part, the company itself, trends in the field of metalworking, the creation of personas and the analysis and summarization of qualitative research data, which consists of in-depth semi-structured interviews with respondents who have iron and blacksmithing products made by a traditional metalworker. The research results will help to better understand the behavior of the segment and, together with the theoretical basis, will contribute to the design of effective marketing communication, which should reach the target group of customers and at the same time expand brand awareness or demand for the company's products or services.