Bachelor's Thesis

Marketing plan

Final Thesis 2.11 MB

Author of thesis: Bc. Štěpánka Kyrschová

Acad. year: 2025/2026

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

Reviewer: Ing. Jakub Ulč

Abstract:

This bachelor thesis focuses on the proposal of a marketing plan for the wedding venue Stodola v meruňkovém sadu. The aim of the thesis is to analyze the company’s current marketing situation and propose measures to improve its market position and customer acquisition. The analytical part is based on a questionnaire survey together with internal and external marketing analyses, including a quantified SWOT analysis. The findings identified limited online presence and a strong reliance on word-of-mouth recommendations as the company’s main weaknesses. Based on the analyses, the proposal part introduces measures focused on strengthening digital communication and online visibility, particularly through the creation of a professional website and systematic social media communication. The thesis also includes a financial evaluation, break-even point analysis, and implementation time schedule.

Keywords:

marketing plan, wedding venue, digital marketing, online communication, social media, SWOT analysis, marketing mix

Date of defence

18.06.2026

Result of the defence

Defended (thesis was successfully defended)

znamkaCznamka

Grading

C

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 questions from the opponent's assessment in full. Questions from committee members: 1. Ing. Havíř: How is teh customer experience delivered? - answered 2. Ing. Ulč: Whad could be the diversification of the current business model when the amount of weddings is going lower? - 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. David Schüller, 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 main objective of this bachelor thesis is to analyse the marketing situation of the company Stodola v meruňkovém sadu and, based on the findings, propose a marketing plan together with specific recommendations for improving the company’s marketing activities, including their implementation, time schedule, budget, and control mechanisms. The author has fulfilled the stated objective of the thesis in accordance with the requirements outlined above.  B
Zvolený postup řešení, adekvátnost použitých metod In preparing her thesis, the author chose standard methods of environmental analysis, supplemented by primary research. However, in her research, the author relied solely on basic descriptive analysis and thus did not fully exploit the potential of the data collected.  C
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry The author uses these findings, based on the analyses conducted, to propose corrective measures; however, these measures relate almost exclusively to marketing communication, which is a pity. As a result, many factors of the marketing mix remain unaddressed, thereby reducing the added value of the work.  C
Praktická využitelnost výsledků Despite the aforementioned criticisms, these recommendations are practical and can thus bring significant benefits to the company in question in the form of increased revenue.  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. The theoretical section is more of a compilation than a critical review.  C

Grade proposed by supervisor: C

Reviewer’s report
Ing. Jakub Ulč

The aim of the thesis was to analyze the marketing situation of the wedding venue Stodola v meruňkovém sadu and propose a marketing plan to improve its market position and customer acquisition. The aim is considered partially fulfilled. The theoretical part covers marketing fundamentals and analytical frameworks but is shorter and would benefit from additional content. The author should reference methodology for questionnaire design. The sample of 119 respondents provides valid data. The analytical part is at a good level. I positively evaluate the effort to quantify SWOT factors with weighted scoring. However, from a good analytical foundation, the author proposed only a limited number of ideas — essentially a new website and Instagram content portfolio. The cost calculations do not account for personnel costs for managing social media communication. The proposed budget of 1,000 CZK per month for sponsored posts appears insufficient for a business where events generate revenue in tens of thousands of Czech crowns. I positively evaluate the effort to calculate ROI. I recommend the thesis for defense.
Evaluation criteria Grade
Splnění stanovených cílů C
Zvolený postup řešení, adekvátnost použitých metod B
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry C
Praktická využitelnost výsledků D
Struktura práce, použitá terminologie a odborná jazyková úroveň B
Práce s informačními zdroji C
Topics for thesis defence:
  1. If the goal were to acquire 5 additional weddings through paid Instagram advertising, what budget would you allocate for these campaigns?

Grade proposed by reviewer: C

Responsibility: Mgr. et Mgr. Hana Odstrčilová