Marketing strategy of the Huhu cakes confectionery

This bachelor thesis focuses on the creation of a marketing strategy for a small confectionery HUHU cake, which has been operating exclusively online and plans to open its first brick-and-mortar store. The theoretical part focuses on the marketing of small businesses in the gastronomy sector, especially the patisserie segment, and current trends such as personalisation, digitalisation, or sustainability. The practical part of the thesis introduces the business itself, analyses its strengths and weaknesses through tools such as SWOT analysis and marketing mix and proposes recommendations for further development based on a questionnaire survey and an interview with the owner. The result is concrete recommendations for the development of the confectionery which focus on maximizing the identified opportunities, strengthening the strengths, and trying to eliminate weaknesses or defend against threats.