SMEStrategyVUCA marketProject managementMarketingPPCProduct development
UNIVERSITY OF FINANCE AND ADMINISTRATION
The topic of the thesis is a creation of a business strategy for a newly established brand. The brand is a sub-brand of a Czech traditional company and it depends highly on marketing, thus extensive analysis of marketing activities has been included. The results from the marketing research provide important facts which are later included in creation of the business strategy. A Gantt chart depicting a clear path for different departments provides efficient planning necessary for introduction of new products. VUCA theory is a relatively new term in business but has proven to be extremely beneficial and that is why one of the aims of this thesis is to adapt current strategy to it. Altogether the thesis provides interesting information the company will surely use to be even more successful in the future.