Marketing strategy of the investment company WOOD & Company focusing on the Czech and Slovak markets

This diploma thesis deals with the marketing strategy of the investment company WOOD & Company in the Czech and Slovak markets. The thesis aims to create a proposal for an effective marketing strategy based on the conducted research, as well as to understand the decision-making process of high net worth customers when allocating funds, and to determine the perception of the image and communication of WOOD & Company. The theoretical part describes the main procedures to create a successful strategy and explores the process of strategic marketing, situational analysis, and target marketing. It also examines the various marketing mix elements in the financial services industry. The practical part analyses the company's current marketing strategy and comments on the qualitative research in the form of an analysis of the questionnaire survey results. This was carried out on existing clients of WOOD & Company and ascertained general attitudes towards investing and perceptions of communication and brand image. The questionnaire survey was complemented by in-depth interviews, for which 10 respondents were selected from the target group. Finally, based on the results, the research questions are answered and a comprehensive marketing strategy is presented, including effective suggestions for improvement.