Marketingový plán společnosti zaměřené na produkci potravin z hmyzu

This bachelor thesis explores a newly emerging project specialized in the production of insect-based food. It examines the reasons for the establishment and operation of businesses in this field and proposes strategies for successful promotion of such products in the Czech market. The thesis provides a detailed description of the theoretical framework concerning insect consumption, including its environmental impact and legislative constraints. Subsequent quantitative research analyzes consumers' perception of insect consumption in the Czech Republic. The findings are applied to the development of a comprehensive marketing plan, which suggests communication strategies to overcome perceived barriers to entomophagy. The implementation of the plan and the launch of marketing activities are crucial steps in assessing the demand and potential of the project. Thus, this thesis contributes not only to understanding insect consumption in the Czech Republic but also to the future development of innovative projects in the food industry.