The Path to Increasing Profit and Revenue of the Tradičně a Česky Brand

This bachelor's thesis focuses on the Tradičně a Česky brand, a small retail micro-enterprise in the tourist centre of Prague, and formulates recommendations for increasing its profit and revenue. The research combined an in-depth interview with the owner processed into a 5C situational analysis, a basic analysis of sales data for 2024 and 2025, and a questionnaire survey conducted among the store's customers. The results show that the store's profit core consists of traditional premium puppets and marionettes, even though low-priced impulse items dominate in terms of the number of transactions, yet contribute only a minor share of total revenue. The customers are predominantly middle-aged female foreign tourists purchasing for a child or as a, with their decision-making driven by originality, Czech origin and product appearance rather than price. Drawing on the theoretical framework of the Profitbooster method, recommendations are formulated for assortment adjustment, presentation of premium products and building the brand's digital visibility.