Marketing Strategy for Entering the B2C Market – of a Selected Company

This bachelor’s thesis focuses on designing a marketing strategy for the company S.V.G., s.r.o., which plans to enter the retail market by opening its own brick-and-mortar store. The primary objective was to develop an effective strategy targeting the B2C segment that would enhance brand awareness in the local environment, increase store footfall, and foster consumer loyalty. The theoretical and methodological part defines key marketing concepts and outlines a methodology based on a combination of quantitative surveys and qualitative interviews with customers. The practical part introduces the analyzed company and, based on the data collected, proposes a marketing communication strategy and store design concept aligned with the company’s overall brand identity. The result is a comprehensive marketing strategy tailored to the specific needs of the customers and the company's capabilities within the regional market.