In today’s business environment, marketing communication is one of the key factors for success and a more effective market approach. It enables companies to strengthen and expand their visibility. The most commonly used platforms are linked to the digital sphere, which has become an integral part of everyday life. Therefore, creating a high-quality website and regular advertising through social media are crucial factors that can enhance communication with the target audience. This diploma thesis presents a marketing communication plan for a woodworking company, focusing on communication via the social media platform Instagram. A SWOT analysis was conducted to define the company’s strengths, weaknesses, opportunities, and threats, providing insight into its current situation. A survey was carried out to obtain relevant information about consumers’ wishes and needs.
Based on all the collected and analysed data, a marketing communication plan was developed in line with the SMART methodology.
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