Strategic analysis of hairdresser training services: a proposal for improvement

This thesis focuses on the analysis and proposal of the marketing strategy of the L'Oréal Professionnel Paris brand on the Czech and Slovak market. The aim of this thesis is to map the market in the field of professional hair care and a proposal for improving the educational services of salons that will strengthen the position of the L'Oréal Professionnel Paris in the B2B market and increase the interest in education among the target group. The theoretical part provides a comprehensive review of the literature in the field of B2B, CRM, online and event marketing along with the specifics of education marketing. Attention is also paid to the analysis of the forms of hairdresser education to gain a deeper understanding of the needs of the target group to determine the main motivators. It also includes an introduction to the L'Oréal Professionnel Paris brand along with its offline and online marketing strategy. To achieve the stated objective, the practical part was divided into primary and secondary research. The secondary analysis includes PESTLE analysis, Porter's 5 forces model and competitor analysis. Based on the findings, qualitative research in the form of semi-structured interviews with the target audience and experts was designed. Finally, recommendations were identified that have practical applicability for the marketing strategy of L'Oréal Professionnel Paris.