Sustainable marketing strategy of Havlíkova přírodní apotéka

The main objective of the bachelor thesis is to evaluate the current marketing strategy of Havlíkova přírodní apotéka and provide suggestions for its sustainable improvement with a focus on Generation Z customers. Havlíkova přírodní apotéka is a Czech company that focuses on the production and sale of sustainable natural cosmetics. The theoretical part describes the differences between different terms such as marketing, sustainable marketing and green marketing. Furthermore, Generation Z and its differences from other generations are described. The last topic discussed in the theoretical part is the current global trends in the natural cosmetics market, which could also affect the Czech market in the future. In the practical part, the company Havlíkova přírodní apotéka is first briefly introduced, including its products, history and approach to ecology and sustainability. It then describes the company's current position on the Czech market, the individual elements of its marketing mix, which are further compared with foreign brands, and concludes with a competitive analysis. The practical part of the thesis also includes a questionnaire survey and SWOT analysis. Based on the own research and analysis, suggestions for improvements to a sustainable marketing strategy focusing on Generation Z consumers are recommended in the last section.