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Marketing Communication Proposal for a Company Entering the Austrian Market
 Jakubčík, Milan ; Havíř, David (referee) ; Kaňovská, Lucie (advisor)
This thesis explores the development of marketing communication strategies for a family-owned bakery preparing to expand into the Austrian market. The work is structured into three fundamental sections. The initial section provides a theoretical framework and key concepts related to international marketing and marketing communication. The second, analytical, section assesses the current position of the company, including an analysis of the macro environment and competitive landscape. This part concludes with marketing research focused on in-depth interviews with existing clients. The final section of the thesis presents proposals for the company's communication mix based on the analyses conducted, aimed at achieving the set objectives.
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