Analysis and Proposal of Communication Strategy of Znovín Znojmo, a.s.

The objective of the thesis is evaluation and proposal of marketing and communication strategy of Znovín Znojmo. In the first part, I explain the theory of marketing and creation of marketing and communication strategy. In the second part, I analyze the Czech wine market as seen by both producers and consumers, and I introduce current trends. Furthermore, I analyze marketing activities of the company and its competitors and evaluate its current situation. Based on the identified issues, I propose new marketing and communication strategy