Návrh marketingové strategie značky MAC cosmetics se zaměřením na generaci Z

The aim of this thesis is to critically evaluate the current marketing strategy of MAC cosmetics on the Czech market with a focus on Generation Z, to create a proposal for a marketing strategy targeted at Generation Z, and to formulate more general recommendations for similar brands of decorative cosmetics. In order to achieve the objective, the author uses both quantitative and qualitative methods in the thesis. The thesis contains a total of five chapters, the first two theoretical and the next three practical. The first chapter of the thesis focuses on the cosmetics market, in which the marketing communication in this market, the cosmetics market, trends, and purchasing behaviour in the cosmetics market are discussed. The second chapter introduces Generation Z, their buying behaviour, and the relationship of this generation to cosmetics. In the third chapter, the brand MAC cosmetics, situational analysis, positioning and marketing, and communication mix of the brand are mentioned. In chapter four, the author discusses the actual research of the thesis, which includes both quantitative and qualitative research and SWOT analysis. The last chapter proposes a marketing strategy for MAC cosmetics and makes recommendations for other similar brands.