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Analysis of marketing mix of the company Comtessa
Djukič, Irina ; Říha, David (advisor) ; Janda, Tomáš (referee)
The main aim of my bachelor thesis considers to be the analysis of marketing mix of the company Comtessa, Czech chain providing womens fashion and to suggest relevant recommendations to make the company more competitive. I obtained all the information and data needed from the supervisors. The thesis is divided into two parts. The first one is a theoretical basis concerning marketing mix with links to the fashion. The second, practical part deals with the market analysis from the macro-economic (PEST analysis) and micro-economic perspective (Porter analysis 5F). Furthermore, it contains the SWOT analysis, which is based on the information obtained through the individual depth interview with supervisors. The last and most important part is the analysis of marketing mix, where each element is described into details. The result is recommendation for each element according to the previous analyses.
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Basic Collection of Medieval Manuscripts in Cistercial Monastery in Vyšší Brod
Říha, David Michal ; Kubík, Viktor (advisor) ; Ottová, Michaela (referee)
Résumé Ve své práci jsem si dal za úkol revizi katalogu Doc. Antonína Friedla, který napsal pro výstavu iluminovaných rukopisů vyšebrodských. Výstava proběhla v roce 1965 v Českých Budějovicích. Také jsem zjistit v jakém stavu rukopisy jsou, jak je o ně postaráno. Zmíněný katalog mnou byl rozšířen o rukopisy kaligraficky zdobené. S laskavým svolením bratří cisterciáků z Vyššího Brodu mi to bylo umožněno a mohl jsem pracovat s rukopisy, které katalog obsahuje i s rukopisy jež jsem do katalogu zařadil. Středem mého zájmu je Vyšebrodská gigantická bible (sig. CLV - CLVIX). Výzdoba těl iniciál v Gigantické bibli využívá z části aditivní konstrukce z románské tradice a z části gotické uzavřené formy s orámovanou výzdobou vnějších polí včetně motivu kazetového rámu. Ve vnitřních polích jsou velmi často monstra utvářena dle pozdně románských schémat, avšak oproti tomu barevná škála je založená na kontrastu podle gotických vzorů. Celkově lze výzdobu Bible shrnout do motivického repertoáru kolísajícího mezi přejímanými ohlasy francouzských gotických rukopisů spojovaných s pozdně románskou tradicí středoevropské knižní malby končícího 13. století. U některých vyšebrodských svazků, zvláště pak u třetího svazku Vyšebrodské gigantické bible (CLVII), jak již upozornil A. Friedl, můžeme sledovat sled práce ve skriptoriu a...
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Analysis of marketing communication of the Staropramen brand and determination of its archetype
Pajerová, Hedvika ; Říha, David (advisor)
The aim of this thesis is to identify the key characters used in a marketing campaign of Staropramen and based on their impact on the selected members of target group of the company to determine what archetype this campaign use. Analyzed campaign is communication of the company implemented in 2014 to celebrate the 145th anniversary of the brewery in Smíchov. I analyze this campaign using qualitative marketing research, focus group method, based on associations. Special emphasis is placed on the importance of the archetype role as a powerful tool companies can use for brand building. Conclusion of this thesis is to determine the archetype that in this communication Staropramen uses. The archetype is representative of the group Nobody is lonely island called Everyman. This thesis is part of a complex semiotic research of Staropramen brand and its communication.
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Green marketing and its impact on consumer behaviour
Gajdoš, Michal ; Říha, David (advisor) ; Procházková, Markéta (referee)
This bachelor thesis is devoted to green marketing, and how this kind of marketing affects consumer behaviour. Describes in detail what is green marketing and its components, and also describes the negative part of green marketing - greenwashing. It also deals with the topic of corporate social responsibilty and in the last theoretical part with the consumer beahviour. In the practical part was created quantitative research in the form of online survey, which aimed at identifying people's awareness of green marketing knowleadge of green marketing, what opinion this consumers have about eco-friendly products and the impact of green marketing on buying decisions of young people.
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Personal branding and it’s position in networking
Maralík, David ; Říha, David (advisor) ; Matznerová, Dagmar (referee)
This Master's Thesis focuses on the role of personal networks and importance of its use in business development. It details the role of personal branding in networking. There are two main sources of research used in the work: financial and business data of 10 networking clubs based in Prague as well as the collected information from in-depth interviews with the entrepreneurs. Analysis of both qualitative and quantitative data enable the author to draw correlation between the elements of the personal brand and its effects on the results of networking.
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Political marketing and analysis of the municipal campaign of movement ANO 2011
Peruth, Milan ; Říha, David (advisor) ; Dudová, Ilona (referee)
This bachelor thesis theoretically describes the concept of political marketing and marketing mix in political marketing. It also focuses on the players on the political market and describes the electoral system of municipal elections. In the practical part is an approach to the municipal elections in 2014 in Rakovník as well as an analysis of marketing strategy of the movement ANO 2011. The target of the analysis is to evaluate the success of the movement ANO 2011 in these municipal elections and to find recommendations that would lead to a better election result.
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Analysis and design of marketing communication for tourist destination - village Vinné and its surroundings
Marcin, Jakub ; Říha, David (advisor) ; Makeľ, Marián (referee)
This thesis deals with the analysis of the current status of the marketing mix, communication strategy and activities of village Vinné related tourism. SWOT analysis and questionnaire surveys are also part of the analysis. Our main objective is based on the findings to make recommendations for improvement of communication strategy of the village with specific tactics that would be applicable immediately, by June 2016. The recommendations include schedule for their implementation and design of visual identity and slogan for Vinné. As the attraction of the village can attract all ages, the aim of this thesis is also to identify behavioral differences in the selection and planning vacations of people under 30 years and over and recommend time and form of marketing communication.
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Personal brand and its importance at the beginning of a professional career
Duben, Lukáš ; Říha, David (advisor) ; Schapiro, Katarina Emma (referee)
This bachelor thesis focuses on the issue of personal brand and its importance at the beginning of a professional career. On a theoretical level this thesis defines the term "brand", and based on this definition further analyzes a personal brand, including its individual elements, together with the characteristics of personal branding and communication mix in relation to personal brand. These findings are further implemented and utilized on a practical level of this thesis. The research conducted in a form of a questionnaire fulfills the primary objective of discovering the importance of a personal brand to college students and graduates. Practical suggestion and recommendations are based on the analysis of the research results and on certain aspect of the individual terms while merging theoretical and practical levels.
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New trends in marketing communication
Sedlák, Radko ; Říha, David (advisor) ; Křivonožka, Petr (referee)
The aim of this bachelor's thesis is to analyse and consequently evaluate new trends in marketing communication that help us target at the customer more precisely and find out how they are perceived by the group of young people with different interests and hobbies. The work focuses particularly on digital marketing, buzz marketing and guerrilla marketing and they are compared with the traditional methods of marketing communication. The term "traditional" represents media such as print, advertising on television and radio which are not very beneficial these days and they are slowly losing their power. The empirical part includes a quantitative research in the form of a questionnaire. The research group consists mainly of the students of the first and second grade of bachelor's degree programme also known as Millennials generation. In the summary of the thesis the results of the survey are presented.
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Integration of marketing and sales departments in the company
Mészárosová, Karin ; Říha, David (advisor) ; Richter, Miroslav (referee)
The Bachelor thesis presents the topic of Integration of marketing and sales department in the company. Its main objectives are to introduce the ways as how to link these two departments in the company and what benefits does this link yield. The theoretical part concerns the definition and specification of the key marketing and sales objectives including the differences and overlaps between them. The practical part examines the current relations by the method of qualitative research as well as the cooperation and individual objectives of both departments at five particular enterprises. The research was administered by the means of individual in depth interviews with managers of sales and marketing departments. The main contribution of this paper is to identify the extent of the cooperation concerning these two departments and to determine whether there will be any positive contribution regarding the improvement of the cooperation between these departments by merging them together.
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