Marketing strategy for a start-up in the Green Architecture
Název práce: | Marketing strategy for a start-up in the Green Architecture |
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Autor(ka) práce: | Chepurnaia, Elizaveta |
Typ práce: | Diploma thesis |
Vedoucí práce: | Mareš, Jan |
Oponenti práce: | Válek, Lukáš |
Jazyk práce: | English |
Abstrakt: | This master’s thesis aims to develop a marketing strategy for a green architecture startup in the Czech Republic, to effectively promote its products and services and differentiate itself from competitors. The research questions focus on identifying the target audience and their characteristics, adapting the marketing mix components, and determining specific marketing channels and tactics. The study includes a literature review, market analysis, and qualitative research through in-depth interviews with nine Czech green building and architecture experts. The findings suggest that the startup should target government agencies and commercial property owners, adopt an Extreme Green strategy, offer sustainable planning solutions, and utilize both online and offline channels for promotion. The pricing strategy should be based on competitor analysis, cost consideration, and value-based pricing. The distribution strategy should focus on urban areas with high demand for green building solutions. The promotional tactics should include word-of-mouth marketing, content marketing, event marketing, email marketing, and social media marketing. The study has limitations in terms of sample size, language barriers, and generalizability to other cultural or geographical contexts. Future research could address these limitations and explore the influence of different green marketing strategies on consumer behavior toward green architecture. |
Klíčová slova: | Green marketing strategy; Green certifications; Green building; Architecture market ; Green architecture startup |
Název práce: | Marketing strategy for a start-up in the Green Architecture |
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Autor(ka) práce: | Chepurnaia, Elizaveta |
Typ práce: | Diplomová práce |
Vedoucí práce: | Mareš, Jan |
Oponenti práce: | Válek, Lukáš |
Jazyk práce: | English |
Abstrakt: | This master’s thesis aims to develop a marketing strategy for a green architecture startup in the Czech Republic, to effectively promote its products and services and differentiate itself from competitors. The research questions focus on identifying the target audience and their characteristics, adapting the marketing mix components, and determining specific marketing channels and tactics. The study includes a literature review, market analysis, and qualitative research through in-depth interviews with nine Czech green building and architecture experts. The findings suggest that the startup should target government agencies and commercial property owners, adopt an Extreme Green strategy, offer sustainable planning solutions, and utilize both online and offline channels for promotion. The pricing strategy should be based on competitor analysis, cost consideration, and value-based pricing. The distribution strategy should focus on urban areas with high demand for green building solutions. The promotional tactics should include word-of-mouth marketing, content marketing, event marketing, email marketing, and social media marketing. The study has limitations in terms of sample size, language barriers, and generalizability to other cultural or geographical contexts. Future research could address these limitations and explore the influence of different green marketing strategies on consumer behavior toward green architecture. |
Klíčová slova: | Green architecture startup; Green marketing strategy; Green certifications; Green building; Architecture market |
Informace o studiu
Studijní program / obor: | Management |
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Typ studijního programu: | Magisterský studijní program |
Přidělovaná hodnost: | Ing. |
Instituce přidělující hodnost: | Vysoká škola ekonomická v Praze |
Fakulta: | Fakulta podnikohospodářská |
Katedra: | Katedra podnikání |
Informace o odevzdání a obhajobě
Datum zadání práce: | 4. 11. 2022 |
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Datum podání práce: | 10. 5. 2023 |
Datum obhajoby: | 5. 6. 2023 |
Identifikátor v systému InSIS: | https://insis.vse.cz/zp/82653/podrobnosti |