Bachelor's Thesis

Marketing Plan of the Selected Company

Final Thesis 4.49 MB

Author of thesis: Viktorie Marie Knechtová

Acad. year: 2025/2026

Supervisor: doc. Ing. Vít Chlebovský, Ph.D.

Reviewer: doc. Ing. Robert Zich, Ph.D.

Abstract:

This bachelor’s thesis focuses on the development of a marketing plan for Viki Kids Club, a private kindergarten located in Brno. The theoretical part introduces selected concepts and methods related to marketing planning and marketing communication. The analytical part examines the internal and external environment of the kindergarten, evaluates competitors, and analyzes current marketing activities using selected analytical tools, including SWOT analysis. Based on the findings, the proposal part defines marketing objectives and presents recommendations for future marketing activities. The proposed measures aim to increase awareness, improve communication with parents, and support the further development of the kindergarten. The proposal also includes budgeting and methods for monitoring the effectiveness of the suggested activities.

Keywords:

marketing plan, marketing mix, PESTLE analysis, SWOT analysis, Porter's five forces, market analysis, marketing communication

Date of defence

22.06.2026

Result of the defence

Defended (thesis was successfully defended)

znamkaEznamka

Grading

E

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 part. Questions from committee members: 1. doc. Chlebovský: How would you make the parents satisfied? - partly answered 2. doc. Chlebovský: Do you know if some of your competitors use discounts? - answered 3. Ing. Ulč: What you need to have as a mandatory part of the website related to the type of the business you are runnig? - partly 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)
Ing. David Havíř, Ph.D. (člen)
Ing. Jakub Ulč (člen)
Ing. Veronika Bumberová, Ph.D. (člen)
doc. Ing. Vít Chlebovský, Ph.D. (místopředseda)

Supervisor’s report
doc. Ing. Vít Chlebovský, Ph.D.

Fulfilment of thesis objectives (65 %)

The thesis formally meets its objective of developing a marketing plan for Viki Kids Club 1. All required sections are present. However, the output remains rather general and lacks the depth and internal consistency expected from a comprehensive marketing plan.

 

---

 

Methodology and approach (66 %)

Standard analytical tools (PESTLE, SWOT, Porter) and interviews are appropriately used 1. The approach is conceptually correct, but its execution is basic – particularly due to limited primary research and insufficient connection between analytical findings and proposals.

 

---

 

Ability to analyse and interpret results (62 %)

The analysis is structured and relevant 1, but largely descriptive. The work lacks deeper synthesis, prioritization of findings, and critical interpretation, which weakens the foundation for the proposal section.

 

---

 

Quality of the marketing plan and proposals (60 %)

This is the main weakness of the thesis.

Although all formal elements of a marketing plan are included 1, their quality is limited:

objectives are not fully linked to a clear strategic framework, proposed activities remain too general and insufficiently operationalized, time planning is only partial and not systematically structured, no allocation of responsibilities is provided, the budget is not linked to expected outputs or ROI, control is defined only in general terms without clear KPI logic.

Overall, the plan lacks the level of detail and integration required for real implementation.

 

---

 

Practical applicability (65 %)

The thesis provides a basic overview of possible marketing activities 1, but its direct applicability is limited due to insufficient detail, missing prioritization, and weak economic justification of proposed actions.

 

---

 

Structure and language quality (75 %)

The thesis is well structured and clearly written 1. The language is good, but the text is often descriptive rather than analytically rigorous.

 

---

 

Use of sources (68 %)

Relevant literature is used 1, but without deeper critical evaluation or stronger integration into the proposal section.

 

Overall evaluation: 65 % (D)

The thesis meets formal requirements and presents a complete structure. However, its quality is limited by insufficient depth, weak strategic integration, and especially by shortcomings in the marketing plan (missing responsibilities, limited timeline, and weak economic evaluation).

The work is defendable but remains at the lower acceptable level.

 

Main weaknesses

insufficient depth and operationalization of the marketing plan

weak linkage between objectives, strategy, and activities

missing responsibility allocation

incomplete and non-systematic time planning

lack of ROI and effectiveness evaluation

predominantly descriptive approach 
Evaluation criteria Grade
Splnění stanovených cílů D
Zvolený postup řešení, adekvátnost použitých metod D
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry D
Praktická využitelnost výsledků D
Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň C
Práce s informačními zdroji, včetně citací D

Grade proposed by supervisor: D

Reviewer’s report
doc. Ing. Robert Zich, Ph.D.

Overall, the thesis meets the requirements for a bachelor’s thesis. The author selected a relevant and practical topic and developed a marketing plan that is applicable to the selected kindergarten. The work is strongest in its practical orientation, use of several analytical tools, and identification of meaningful areas for improvement. The main weaknesses are the rather descriptive character of some parts, limited depth of interpretation, less detailed implementation of the proposal, and several formal and citation inconsistencies. Nevertheless, the thesis fulfils its objective and provides a useful basis for further marketing development of Viki Kids Club.
Evaluation criteria Verbal classification Grade
Splnění stanovených cílů The main objective of the thesis was to develop a comprehensive marketing plan for the selected kindergarten, Viki Kids Club. This objective was generally fulfilled. The thesis follows a logical structure consisting of theoretical foundations, current situation analysis, and proposal of marketing activities. The proposed marketing plan is based on the results of PESTLE analysis, market and competition analysis, Porter’s Five Forces, interviews with parents, and SWOT analysis. The thesis successfully identifies the main marketing challenges of the selected institution, especially lower brand awareness, limited online visibility, and the need to improve communication with parents. The final proposal corresponds to these findings and focuses mainly on website modernization, social media communication, open days, parent communication, and monitoring of marketing activities. C
Zvolený postup řešení, adekvátnost použitých metod The selected methods are appropriate for the topic and level of a bachelor’s thesis. The use of PESTLE analysis, competition analysis, Porter’s Five Forces, SWOT analysis, 7P marketing mix, and semi-structured interviews provides a sufficiently broad basis for developing a marketing plan. The theoretical part covers the key concepts needed for the practical part. However, in some places it remains rather general and descriptive. A stronger connection between the theoretical concepts and their later application in the analytical and proposal parts would have improved the overall quality of the work. The analytical part is one of the stronger parts of the thesis. The author is able to describe the market environment, competitors, and customer preferences. The interviews with parents provide useful insights, although their interpretation could be deeper and more critically linked to the final recommendations. C
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry The author demonstrates the ability to summarize analytical findings and use them as a basis for proposals. The SWOT analysis reflects the main conclusions from previous analyses and provides a clear transition to the proposal part. However, the interpretation of results is sometimes more descriptive than analytical. Some findings are repeated rather than critically evaluated. For example, the thesis correctly identifies website modernization and improved communication as key areas for development, but the reasoning behind the prioritization of individual activities could be more explicit. The link between specific interview findings and individual proposed actions could also be developed in more detail. C
Praktická využitelnost výsledků The proposal part is practically oriented and includes specific marketing activities, short-term and long-term goals, an estimated budget, and a control system. These elements make the thesis useful for the selected kindergarten. The strongest practical contributions are the proposal to modernize the website, introduce more systematic social media communication, organize open days and community events, and improve communication with parents regarding children’s progress. These recommendations are relevant and correspond to the identified weaknesses and opportunities. On the other hand, some proposals remain relatively general. The thesis would benefit from a more detailed implementation plan, clearer prioritization of activities, more specific content examples, and a stronger evaluation of expected benefits. The budget is useful, but the economic justification of individual items and their expected return could be elaborated further. C
Struktura práce, použitá terminologie a odborná jazyková úroveň The thesis is logically structured and generally easy to follow. The sequence from theory to analysis and proposals is clear. The terminology is mostly appropriate and corresponds to the field of marketing planning and service marketing. The language level is understandable, although some formulations are stylistically simple and occasionally repetitive. From a formal perspective, there are several weaknesses, especially in the consistency of numbering of figures and pictures, formatting of visual elements, and overall graphical presentation. Some charts and figures could be presented in a more professional way. Nevertheless, these shortcomings do not prevent understanding of the thesis. C
Práce s informačními zdroji The thesis uses a sufficient number of relevant sources, including marketing literature, statistical data, online sources, and company-related information. The author works with both theoretical and practical sources. However, the work with sources has some limitations. Several online sources are used for important statements, and some references appear to be less academically robust. The citation style should be checked more carefully. Despite these issues, the thesis demonstrates an acceptable level of work with information sources for a bachelor’s thesis. C
Topics for thesis defence:
  1. Which of the proposed marketing activities do you consider the most important for Viki Kids Club, and why? How would you measure whether the redesigned website actually contributes to a higher number of enquiries and enrolments? How could Viki Kids Club better use satisfied parents and word-of-mouth recommendations as part of its marketing communication?

Grade proposed by reviewer: C

Responsibility: Mgr. et Mgr. Hana Odstrčilová