Business plan for own business proposal

Vasile Rotari

Diplomová práce

Abstract:

There are two main goals of the diploma thesis. The first is to demonstrate the demand for the proposed service of a business in out-of-home advertising industry. The second is to demonstrate the feasibility of the business plan using the performance-based model for advertising on cars outdoors. There are theoretical and practical parts of the business plan. The theoretical part contains a literature review on the importance of a business plan and its contents, as well as a literature review on topics of out-of-home advertising, performance-based and programmatic technology. The practical part is the business plan itself containing market research and segmentation, tools and analysis to prove the support the feasibility of the proposed business. The feasibility of the business plan will be achieved by different economic tools and analyses such as SWOT, PESTLE, Porter’s five forces, Marketing Mix and various financial analyses. Surveys are used to define customer segments and behaviour.

Keywords

Out-of-home, programmatic, advertising, business plan, SWOT

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 1. 12. 2021

Obhajoba závěrečné práce

• Vedoucí: Ing. Pavel Kotyza, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / Economics and Management