Marketing strategy of a fashion design shop in Prague, Czech Republic

Kirill Shabalkin

Master's thesis

Abstract:

The theoretical part of the thesis covers fundamental marketing knowledge and terminology, including marketing strategy, marketing analysis, and marketing mix. It involves a literature review of fashion marketing and consumer behavior. This section provides a foundation for the practical part of the thesis. The practical part includes a situational analysis of the company´s current market position, financial performance, and marketing mix audit, among other analyses. It is used to identify the company´s strengths and weaknesses. These analyses serve as the basis for achieving the thesis primary objective, which is to provide recommendations that can help the company to navigate the current market challenges, enhance its market position, and achieve its long-term goals. The research methodology involves a combination of quantitative and qualitative data collection methods, including surveys and digital analytics. The data is analyzed using various data analytics tools to identify patterns and trends that can inform the showroom's marketing strategy. The final phase of this thesis involves developing recommendations for enhancing the showroom´s marketing strategy based on the findings of the analysis.

Keywords

marketing, marketing strategy, marketing mix, fashion, Czech Republic

Language used: English

Date on which the thesis was submitted / produced: 2. 4. 2024

Thesis defence

• Date of defence: 5. 6. 2024
• Supervisor: Ing. Jana Pitrová, Ph.D.
• Reader: Vladimír Polák, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Economics and Management