Konkurenceschopnost marketingových agentur vedených nečeskými manažery na českém trhu

It was a very exciting experience to observe the world of marketing in the Czech Republic. I had interviews with 2 owners of marketing agencies and I spoke with 1 Czech client, the interviews helped me to look at the problem from different perspectives. SWOT and PEST analysis gave me a wider look at the question, and information about the organization of the marketing agency was useful for better understanding how this business works. Firstly, I have managed to define the challenges and advantages that agencies led by non-Czech managers are having on the local market. My interviewees agreed on the issue that Czech people tend to take a traditional approach to market strategies. And it can be a challenge. But this problem can be solved easily if the project manager will explain the purpose of a particular promotional activity in an easy-to-understand way, as well as detailing any new social media updates and why they should be used. To summarise, any misunderstandings when approving strategies will be resolved by the manager's expertise. And here it does not matter whether the manager is Czech, Russian, or Ukrainian. Expertise is paramount. Additionally, language and grammar can be a challenge if the marketer is a foreigner. Mariia faced the problem when some of her clients were unsatisfied with the texts and posts. This information was also told by Paul, who was a client of an agency run by non-Czech managers. The recommendations of my interviewees were very helpful for me and my bachelor thesis. The recommendations were very nice and motivating. Mariia advised me not to be afraid to prove my point of view and be creative and think outside the box. Anastasia said that language is crucial to develop in the Czech Republic and recommended being proactive and purpose new things to your clients. Pavel from his point of view agreed with the fact that from the very beginning he could be skeptical about new marketing approaches and features. But good communication with the project manager helped him to trust the agency and try new things. In the introduction to my work, I also had some hypotheses. All in all, all the hypotheses were correct and the practical part of the work helped me to convince myself of my conjectures. Hypotheses were: 1) Czech businessmen are more comfortable working with Czech marketing agencies. 2)Approaches and ideas of people from different countries vary from each other, but for marketing it is beneficial, and the result will be more creative. 3)Non-Czech managers and marketing agencies work mostly with non-Czech business owners. The first hypothesis confirmed Pavel, and it is influenced by the people's surroundings and the contacts they make. The second one was approved by Mariia when we talked about the international team. The third hypothesis was confirmed by both agency owners at the beginning of the interview when I asked about the share of Czech and Russian clients. To sum up, marketing agencies in the Czech Republic that are run by non-Czech managers can be quite competitive. The most important role for the client is not nationality, not education, but expertise and qualifications. I would therefore advise aspiring marketers to take action, develop every day and not be afraid of being rejected by Czech society.