Marketing strategy for the entry of the ARMODD brand into new European markets

This bachelor thesis focuses on the development of a marketing strategy for ARMODD, a Czech D2C brand specializing in smartwatches, as it plans to expand into new European markets. The theoretical part addresses key marketing concepts, including the importance of customer value, digital marketing strategies, and market entry methods, with a focus on e-commerce and D2C models. The methodological part outlines the research and analysis process. In the practical part, ARMODD’s current marketing performance is evaluated through secondary data and marketing tools such as Google Analytics, Google Ads and Keyword Planner followed by quantitative research in selected countries. Based on these findings, the thesis provides specific recommendations for market expansion.