Marketingový plán podniku Sapphire Lounge Česká Lípa

The bachelor thesis focuses on the design of a marketing plan for Sapphire Lounge Česká Lípa with the aim of improving market position and brand awareness. The theoretical part defines the necessary terms and concepts which include marketing, marketing plan, situational analysis and digital marketing. The practical part focuses on conducting analyses of the business environment in the form of PESTLE analysis, Porter's five forces analysis, and subsequent SWOT analysis. The identified market forces, together with in-depth interviews with current owners and a consumer behaviour survey, will be incorporated into the design of specific marketing measures. The thesis will conclude with a proposed marketing plan for the upcoming time horizon.