Vliv digitalizace na marketing malých a středních vietnamských obchodů s potravinami na území ČR

This Bachelor thesis deal with a problem caused by dynamic digitalization during the pandemic of small and medium-sized Vietnamese grocery enterprises. The aim is to find solutions, with the help of marketing tools, that will increase the competitiveness of enterprises. The theoretical part is focused on describing the history of the Vietnamese community in the Czech Republic and their share of the job market. In the following, we will be identifying the fundamental characteristics of Vietnamese convenience stores and their marketing strategies. Subsequently, we will be discussing marketing instruments that will speed up the process of digitalization. The practical part will assume the topic of specific implemented online marketing instruments that have been evaluated based on previous theoretical parts. The main research will be based on real convenience stores and analyzed by established factors and SWOT analysis. Our data will be derived from questionnaires along with marketing tools that are defined in the theoretical part. In conclusion, it is advised to business owners that they implement digital marketing tools and maintain their position within the industry and maximize their profits.