A Marketing Strategy Proposal for Kalas Sportswear: Strengthening Its Position in the Amateur Cycling Market - Case Study

This thesis proposes a marketing strategy for Kalas Sportswear to enhance its market position in the Czech Republic's hobby cycling market. The thesis examines the increasing significance of amateur cycling as a leisure activity and the necessity for more effective marketing communication targeting this segment. The objective of the thesis is to design a marketing strategy that meets the needs of amateur cyclists and supports the competitiveness of the Kalas Sportswear brand. The theoretical part defines key concepts in cycling, marketing, and strategic management, focusing on the consumer behavior of amateur cyclists, current trends, and modern marketing approaches, including brand management. The practical part uses a combination of qualitative and quantitative research methods. Semi-structured interviews with Kalas Sportswear employees, a visit to the production facility, and a questionnaire survey among amateur cyclists were conducted. The research was supplemented by strategic analyses (PESTLE, Porter's model, SWOT, and benchmarking), which provided a comprehensive assessment of the company's internal and external environment. Based on the synthesis of theoretical findings and analysis results, a marketing strategy was proposed. It includes recommendations for digital communication,...