Marketing Strategy: Concepts, Features of Development, and Analysis

Eva Kadochnikova

Bakalářská práce

Abstract:

Marketing strategy is a crucial factor for business success in today’s highly competitive and rapidly evolving market. Companies face constant challenges due to technological advancements, changing customer expectations, and increasing competition. Therefore, the ability to develop and adapt marketing strategies has become a priority for sustainable growth and competitive advantage. This thesis aims to explore the concept of marketing strategy, analyse the stages of its development, and evaluate its implementation through the case of Circle, a start-up focused on building a women’s community. The research addresses the following tasks: to examine theoretical foundations, assess existing strategic approaches, analyse Circle’s strategy, evaluate its effectiveness, and provide practical recommendations.

Keywords

Marketing strategy, Development, Market research, Consumer insights, Digital marketing, Emerging trends, Case studies, Surveys, Interviews, Data analysis, Comparative analysis

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 26. 3. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 27. 5. 2025
• Vedoucí: Jared Daniel Jacques
• Oponent: Kristýna Kučírková, MSc

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Economics and Management