Návrh komunikační strategie vybrané společnosti se zaměřením na udržitelnost

This thesis deals with sustainability communication in the furniture sector. The aim is to propose an appropriate communication strategy for the chosen company, based on the identified global trends and preferences regarding marketing communication with regard to sustainability in the sector. These trends and preferences were identified from secondary and primary sources. The thesis is divided into two parts. The first part has been prepared in the form of a literature review of recent articles on the topic. In this part, the communication tools in the sector, the tools suitable for communicating sustainability and also sustainability itself in the furniture sector were presented. The second half of the thesis builds on the literature search and represents the practical part of the thesis. In this part, the researched company, its competitors and best practices of domestic and foreign companies are presented. Quantitative research in the form of a questionnaire survey was also conducted as part of this thesis, which was complemented by an in-depth interview with a representative of the target group for a deeper understanding of the issue. Subsequently, suggestions and recommendations were identified to improve sustainability communication for the company.