Bachelor's Thesis

Marketing plan for a bakery

Final Thesis 12.32 MB

Author of thesis: Gabriela Sandler

Acad. year: 2025/2026

Supervisor: doc. Ing. Pavla Marciánová, Ph.D.

Reviewer: Ing. Jakub Ulč

Abstract:

The goal of this bachelor’s thesis is to propose a marketing strategy for the newly established bakery Těsto in Brno. Based on analyses of the external an internal environment of the business and primary customer research, concrete marketing measures are proposed, including an implementation timeline and a financial plan.

Keywords:

marketing plan, marketing mix, SWOT analysis, bakery, Těsto, customer research, PESTLE analysis, social media

Date of defence

19.06.2026

Result of the defence

Defended (thesis was successfully defended)

znamkaAznamka

Grading

A

Process of defence

In her presentation, the student informed the committee about the objectives, solutions and results she had reached in her thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The student answered the question from the opponent's assessment in full. Questions from committee members: 1. Ing. Ulč: "Těsto" is the name of the brand. What is the name of the company? - answered 2. Ing. Havíř: How the name of the brand align with the main aim why the people come there? - answered 3. Ing. Havíř: Are they position themself as bakery or are they still trying to find the position? - answered On the basis of the presentation and the answers to the questions asked in the discussion, the committee decided that the student defended the thesis.

Language of thesis

English

Faculty

Fakulta podnikatelská

Department

Institute of Management

Study programme

Entrepreneurship and Small Business Development (BAK-ESBD)

Composition of Committee

doc. Ing. Robert Zich, Ph.D. (předseda)
doc. Ing. Pavla Marciánová, Ph.D. (místopředseda)
Ing. David Havíř, Ph.D. (člen)
Ing. Jakub Ulč (člen)
Ing. Veronika Bumberová, Ph.D. (člen)

Supervisor’s report
doc. Ing. Pavla Marciánová, Ph.D.

The author approached the writing of this paper with great diligence and consulted thoroughly throughout the process. I also appreciate the author’s efforts to incorporate the supervisor’s comments. 
Evaluation criteria Verbal classification Grade
Splnění stanovených cílů The assignment for this thesis was to develop a marketing plan for a specific business based on an analysis of the business environment. Having reviewed the thesis, I consider the objective to have been met.  B
Zvolený postup řešení, adekvátnost použitých metod The author developed the marketing plan using standard environmental analysis methods. As part of her primary research on a selected sample of customers, she employed both qualitative and quantitative methods. Unfortunately, there is no description of the background of the research conducted, which is a shame. C
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry I appreciate the relatively detailed environmental analysis, on the basis of which the author identifies shortcomings in the marketing mix and proposes measures to improve them. The author has demonstrated the ability to apply theoretical knowledge in practice.  B
Praktická využitelnost výsledků Based on these findings, the author proposes recommendations that apply to the entire marketing mix. The recommendations are practical and grounded in reality. However, for some of them, I would have appreciated a more detailed elaboration of the proposals.  B
Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň I have no major comments regarding the organization of the work, formal requirements, terminology used, or the level of technical language. B
Práce s informačními zdroji, včetně citací In terms of form, the thesis meets the requirements for a bachelor’s thesis. The sources cited are properly referenced; however, the author draws on a relatively limited number of scholarly sources.  B

Grade proposed by supervisor: B

Reviewer’s report
Ing. Jakub Ulč

The aim of the thesis was to analyze the situation of the Těsto bakery and develop a marketing plan to support its growth, strengthen brand awareness, and build customer loyalty. The aim is considered fulfilled. The theoretical part is adequate, utilizing relevant sources — more could strengthen the foundation, but the content is appropriate. The author explicitly references AI tool usage with specific version information, which is commendable. The analytical part is at a very good level — I positively evaluate the quantified PESTLE factors, benchmarking with four competitors, and weighted SWOT scoring with S-O strategy derivation. The questionnaire (67 respondents) provides valid data. However, results should appear before SWOT analysis, and methodology for questionnaire design is not cited. The proposal part contains relevant recommendations with good financial evaluation. The author could have developed the loyalty system promotion further — specifically how it will be promoted online. Specific partner names for lifestyle collaborations would strengthen the proposals. The thesis is above-average for a bachelor thesis. Regarding formal aspects, minor numbering errors appear in some subchapters. I recommend the thesis for defense.
Evaluation criteria Grade
Splnění stanovených cílů A
Zvolený postup řešení, adekvátnost použitých metod B
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry A
Praktická využitelnost výsledků B
Struktura práce, použitá terminologie a odborná jazyková úroveň B
Práce s informačními zdroji B
Topics for thesis defence:
  1. How do you plan to promote the proposed loyalty system in the online space, and which specific local businesses would you approach first for lifestyle collaboration partnerships?

Grade proposed by reviewer: B

Responsibility: Mgr. et Mgr. Hana Odstrčilová