Development of a Marketing Communication Strategy for a Selected Online Store

AmirAbbas Mirakhorloo

Diplomová práce

Abstract:

This thesis presents the development of a marketing communication strategy for online store Sakhtemun in the HVAC-R industry (heating, ventilation, air conditioning, and refrigeration). It will be observed how digital platforms support positive customer experiences and increase sales. The study utilizes the Technology Acceptance Model (TAM) to explore such characteristics as ease of use and usefulness, which are customers' intentions of consideration of online shopping. A survey procedure was used to collect the customers' behaviors, preferences, and digital shopping experiences. The results emphasize the important points, for example, low digital skills and the inability to touch the products physically. In parallel, the drivers of digital shopping such as time efficiency and the very detailed product information were also discovered. A step-by-step marketing plan methodology was suggested based on the results, with user-friendly platforms, efficient communication, and specific products for the different consumer groups being highlighted. This research is therefore pushing forward the adoption of new forms of digital marketing and offers businesses in the HVAC-R sector some easy-to-implement plan for it.

Keywords

Technology Acceptance Model (TAM), HVAC-R Industry, Marketing Strategy, Marketing Communication, Online, Shopping Adoption

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 3. 12. 2024

Obhajoba závěrečné práce

• Obhajoba proběhla 4. 2. 2025
• Vedoucí: doc. Ing. Daniela Šálková, Ph.D.
• Oponent: Aleš Buriánek, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Business Administration