This bachelor's thesis deals with the design of a marketing plan for the company Synyt, which specializes in the production of sportswear. The thesis is structured in two main parts. The theoretical part discusses marketing concepts related to the marketing plan, as well as analysis, and research methods. The thesis discusses in detail marketing communication, which is crucial for brand building. The practical part applies the methods from the theoretical part to a selected company. The ela... show full abstractThis bachelor's thesis deals with the design of a marketing plan for the company Synyt, which specializes in the production of sportswear. The thesis is structured in two main parts. The theoretical part discusses marketing concepts related to the marketing plan, as well as analysis, and research methods. The thesis discusses in detail marketing communication, which is crucial for brand building. The practical part applies the methods from the theoretical part to a selected company. The elaborated methods of situational analysis include PEST analysis, Porter's model, marketing mix, the company's brand, segmentation, targeting and positioning. The thesis also includes marketing research and an interview with the firm's manager. Furthermore, a SWOT analysis is conducted, based on which recommendations are formulated along with a marketing plan. |