Marketingová strategie pro vstup nové webové aplikace s využitím umělé inteligence na trh a návrh na její vylepšení

The bachelor thesis focuses on a marketing strategy for the market entry of a new web application using artificial intelligence and a proposal for its improvement. The thesis analyzes the marketing mix of the Brand Driver application, created by QUENYA technology s.r.o., which facilitates the creation of marketing content and analysis. It also includes a detailed SWOT analysis, comparison with competitors and evaluation of the current market position of the application. The primary research includes field research, featuring a questionnaire survey focused on users in the B2B segment and in-depth semi-structured interviews with marketing experts. The findings were used to identify key customer needs and suggest steps to improve the effectiveness and competitiveness of the application's marketing strategy. As a result, the thesis formulates specific suggestions and recommendations for improving the marketing activities of the Brand Driver application to strengthen customer relationships, increase brand awareness and expand market presence.