Marketingová strategie elektronického obchodu s parfémy

The aim of this thesis is operation and marketing strategy evaluation of previous fragrance online shop run by VEDICI, s.r.o. and to propose a marketing strategy for a new planned electronic shop within this business line based on analyses done. This proposal is built on comprehensive theoretical overview in terms of strategic and online marketing, as well as external and internal situational analysis, companywide and marketing SMART goals, and process of segmentation, targeting, and positioning. Outcomes are then applied during the strategy setting of marketing mix (i.e. product, price, promotion and placement). At the end the thesis includes an evaluation of proposed marketing strategy together with couple of recommendations for the future development.