Návrh komunikační strategie pro beauty salon

This bachelor thesis deals with the issue of designing a communication strategy. The aim of this thesis is to propose a communication strategy for the company HAGARA SALON s.r.o. The theoretical part describes key concepts of marketing communication and outlines the steps needed for developing a communication stratégy. The practical part of the thesis draws on the findings of the theoretical part of the thesis and begins with a situational analysis of Hagara Salon. This includes an analysis of the of the company’s environment using a SWOT analysis, an examination of the target group based on secondary data and primary qualitative research conducted through individual in-depth interviews and a competitive analysis using benchmarking. A communication strategy is proposed based on these findings and is later validated with the target group. The added value of this bachelor thesis lies in identifying the barriers that prevent the target group from visiting the salon for cosmetic services and in proposing a communication strategy that offers a solution not only for Hagara Salon, but potentially for other salons facing a similar situation.