Návrh marketingového plánu pro začínající svatební agenturu

This thesis deals with the topic of marketing planning. The aim of the thesis is to get ready for the launch of business of a wedding agency as a newly emerging project. The first chapters are a review of related professional literary sources, and they describe in a suitable manner the individual parts of a marketing plan, including various scientific methods, especially analytical, which are commonly used in marketing planning. Emphasis is placed on methods that are adequate for businesses in their beginnings. These methods, together with other gained knowledge, are then used in the following chapters, which represent a real marketing plan for a real wedding agency. The basic questions of the research include setting appropriate marketing goals, choosing eligible marketing tools and methods of controlling the fulfillment of the set goals. To answer these questions, a situation analysis is prepared using suitable methods, and then the marketing goals, target market segment and marketing mix, marketing budget and control mechanisms are set. The choice of each instrument is duly reasoned. The result of the thesis is a real marketing plan, which the wedding agency shall implement and monitor within the next one year.