Bachelor's Thesis

Proposal of marketing plan for the B2C market of a selected company

Final Thesis 1.53 MB

Author of thesis: Milena Moudrá

Acad. year: 2025/2026

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

Reviewer: doc. Ing. Lucie Kaňovská, Ph.D.

Abstract:

This bachelor's thesis deals with the proposal of a marketing plan for the B2C market of betoniq., a Czech premium design furniture brand specialising in pieces combining micro-cement, natural wood, and stone. The thesis is divided into three parts. The theoretical part establishes the conceptual framework for marketing planning, the marketing environment, the marketing mix, and SWOT analysis. The analytical part evaluates the current situation of the company through a PEST analysis, Porter's Five Forces, a competitor analysis, and an assessment of the existing 7P marketing mix. Primary data were collected through seven semi-structured in-depth interviews analysed using thematic coding. The proposal part presents a three-phase marketing plan including an implementation timeline, budget, and control mechanisms.

Keywords:

marketing plan, marketing mix, B2C marketing, qualitative research, premium furniture, e-commerce, SWOT analysis, PEST analysis, Porter's Five Forces

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 has reached in her thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The student answered the questions from the opponent's assessment in full. Questions from committee members: 1. Ing. Bumberová: How did you count fixed costs? - partly answered 2. Ing. Bumberová: Are the fouders' salaries included in the price calculation? - answered 3. Ing. Bumberová: Is the ROI more realistic, optimistic or realistic? - answered 4. Ing. Bumberová: How are the proposalas connected with the results from analytical part? - partly answered 5. doc. Zich: What is the future of the project? - 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 bachelor's thesis is of a very high standard; the author consulted appropriately throughout the process and demonstrated the ability to apply the knowledge gained in practice. 
Evaluation criteria Verbal classification Grade
Splnění stanovených cílů  The objective of this bachelor's thesis is to propose a marketing plan for the B2C market based on a comprehensive analysis of betoniq. and to establish recommendations for its implementation, including a timeline, budget, and control mechanisms. To achieve this goal, the author defines the research questions that she addresses in the thesis.  B
Zvolený postup řešení, adekvátnost použitých metod In this bachelor’s thesis, the author employs standard methods of environmental analysis, such as PEST analysis, Porter’s Five Forces analysis, marketing mix analysis, and SWOT analysis. The author supplements this approach with primary research. Primary data were collected through semi-structured in-depth interviews with seven respondents selected using purposive sampling. B
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry The author interprets these findings appropriately. The analyses are generally sound, apart from a few minor errors.  B
Praktická využitelnost výsledků The author effectively used the findings of the analyses to propose concrete actions. These recommendations address the overall marketing mix and are undoubtedly applicable in practice.  B
Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň From a formal standpoint, I have no major comments on the thesis. The author has prepared the thesis with considerable care.  B
Práce s informačními zdroji, včetně citací The theoretical section of the thesis is based on an appropriate number of scholarly sources, which the author cites properly.  B

Grade proposed by supervisor: B

Reviewer’s report
doc. Ing. Lucie Kaňovská, Ph.D.

The stated objective of the thesis – to design a marketing plan, including a timeline, control mechanisms, and a budget for betoniq. – has been fulfilled.

Given the topic of the thesis, the author selected appropriate methods, and 
the proposals are based on the conducted analyses and are developed for the B2C customer segment.


Based on the above, I recommend the thesis for defense.

Questions for the Defense:

1. On page 70, you mention utilizing AI-generated visuals. What is your more specific vision for them (a brief description is sufficient)?

2. Do you have an idea of where or in cooperation with whom your proposal -Showroom in a partner design studio-could be realized?
Evaluation criteria Verbal classification Grade
Splnění stanovených cílů The stated objective of the thesis – to design a marketing plan, including a timeline, control mechanisms, and a budget for betoniq. – has been fulfilled. B
Zvolený postup řešení, adekvátnost použitých metod Given the topic of the thesis, the author selected appropriate methods, including semi-structured in-depth interviews with seven respondents. However, considering the focus of the work, the PEST analysis feels somewhat redundant, as does the comprehensive processing of Porter's Five Forces. It would have been more beneficial to provide a more detailed description of the competition and their marketing mix, with an emphasis on promotion. Furthermore, it would have been valuable to elaborate on the company's B2C customers and the activities that betoniq. had already implemented (what worked and what did not). It would also have been important to describe the current marketing mix in greater detail. Instead of a full SWOT analysis, it would have been more meaningful to thoroughly describe and summarize the current marketing activities targeted at B2C customers. C
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry Intepretation is logical and clear based on the analysis. B
Praktická využitelnost výsledků The proposals are based on the conducted analyses and are developed for the B2C customer segment, including the definition of objectives for the proposed changes, personas, activities across the entire marketing mix, a time schedule, control, and a budget. As a recommendation, the inclusion of planned graphic designs could have been beneficial (referring to the AI-generated visuals on page 70). B
Struktura práce, použitá terminologie a odborná jazyková úroveň The thesis follows a standard chapter structure. However, it is advisable to avoid using four-level numbering for chapter headings. The thesis has a logical and well-arranged structure. B
Práce s informačními zdroji It is done without problems. B

Grade proposed by reviewer: B

Responsibility: Mgr. et Mgr. Hana Odstrčilová