Návrh marketingové strategie značky Cider Demokrat pro vstup na trh B2C

This bachelor thesis focuses on the development of a B2C marketing strategy for the brand Cider Demokrat, which so far operates on the Czech market mainly through distributors and B2B partners. The theoretical part introduces the basic concepts of marketing theory, including the types of markets and marketing environment. In the practical part the analysis of the micro and macro environment of the brand is carried out. On the basis of secondary data and qualitative research using the focus group method, suggestions for the marketing mix and communication strategy of the brand are formulated. The aim of the thesis is to propose a marketing strategy that will enhance brand awareness and increase brand sales also in the online environment in the B2C market. The results of the thesis show that by adapting the marketing strategy and increasing the online presence, it should be possible to achieve a better outreach to potential customers, make product promotion more effective and consequently increase brand sales.