Proposal of a new marketing strategy for the startup Eco Fashion Labels

This diploma thesis aims to create a marketing plan for the startup Eco Fashion Labels with a focus on the marketing strategy of international expansion using the proposed communication and promotional tools. The theoretical part describes the development of marketing concepts, the specifics of marketing for startups and online marketing tools. It also includes a description of the marketing plan and all the main requirements, according to which the practical part is structured. At the end of the theoretical part, the issue of the definition of a startup and its main characteristics is examined. The practical part of the thesis begins with the introduction of the startup Eco Fashion Labels. Subsequently, an analysis of selected European markets in terms of potential in the online environment is prepared, followed by a strategy of entering the most suitable markets. Based on the analysis, a marketing plan for Eco Fashion Labels is created, which contains specific proposals for promotional tools suitable for the needs of the startup. The plan also allocates a budget for individual marketing activities in each country and proposals for monitoring and evaluation. Finally, there are mentioned the benefits of the thesis for the startup.