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Analysis of promotion of the Czech Republic as an attractive tourism destination
Žurmanová, Veronika ; Vaško, Martin (advisor) ; Štědroň, Bohumír (referee)
The bachelor's thesis deals with the promotion of the Czech Republic as a tourism destination and focuses on selected marketing activities of the Czech national tourism organization - CzechTourism. The first part of the thesis defines the destination marketing in general and clarifies activities of national tourism organizations. The second part defines the incoming tourism of the Czech Republic and introduces the potential of the destination Czech Republic, national tourism products and marketing tools of CzechTourism. The third part represents selected marketing activities of CzechTourism. The last part contains SWOT analysis of the Czech Republic promotion and proposals for future campaigns.
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Airline marketing
Krejčiřík, Daniel ; Horová, Olga (advisor) ; Štědroň, Bohumír (referee)
My final work should analyze aviation industry from an economic perspective, the main theme will be differences between traditional operators and low-cost operators. The most important part is analysis of the marketing mix, where the main part of air transport are undoubtedly product and price. Result of my work will be a product portfolio that summarizes all the findings in a summary table.
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Brand Extension
Nováková, Jana ; Koudelka, Jan (advisor) ; Štědroň, Bohumír (referee)
The goal of this Master`s Thesis is to clarify issues and significancy of association bridging between parent brand and its extension. By analysing secondary and primary data and by using free association method I researched five brands (Michelin, Cosmopolitan, Duracell, BIC and Aquila) and their interesting extension. Within the analysis is highlighted the dominance of associations, their internal meaning and connection of associations between the extension and the parent brand. In conclusion, in response to found bottlenecks of researched brands are some recommandations about the internal meaning of associations, hidden meaning of category, artificiality of associations, fake success of extension and minor meaning of a product category.
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Economic and legal aspects of brand
Kazdová, Hana ; Horová, Olga (advisor) ; Štědroň, Bohumír (referee)
The Bachelor's thesis deals with brands and is mainly focused on the estimation of their value. The purpose of the thesis is to achieve three main goals in the chapters following an introductory theoretical-methodological part. First goal is to perform an analysis of legal protection of brands in the Czech Republic. The analysis shows that all various kind of brands are protected by Czech law mainly by four institutes of private law - trademarks, business firms, protection of personality and unfair competition. The remaining goals are to estimate the value of two formerly used brads Enron and WorldCom to year 2000 and suggest a method, which would be able to calculate the decrease in their value during the consequent years. Both brands are valuated with the help of relief from royalty method and the results signify that both brands used to have an exceptional value. The thesis also suggests using a crude death rate of population to calculate the decrease in brands' value after the termination of their usage and illustrates the decrease in the value of Enron and WorldCom since 2000 to 2025.
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Marketing and Data Protection
Kolandová, Kristýna ; Štědroň, Bohumír (advisor) ; Procházka, Jan (referee)
The goal of this Bachelorś Thesis is to introduce, describe and evaluate processes and stages in the development of legislation. This Bachelor Thesis focuses on the personal data protection in five thematic parts. First part is foreign relations, Participation of the Office in International cooperation and transfer of Personal Data Abroad. In the second part this Thesis describes Resolutions of the Spring Conference 2010 of the European Data Protection. The third part describes Data Protection in the relation to marketing. The fourth part represents the consequences of misuse of personal data and review of sanctions. The Fifth part represents practical knowledges. At the conclusion of this Bachelorś thesis is summary of the current problems and shortcomings of the International cooperation and benefits from International cooperation between countries.
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Retail marketing
Rozsypalová, Monika ; Štědroň, Bohumír (advisor) ; Mrazek, Milan (referee)
A retail market in the Czech Republic has registred in last twenty years an unusual growth. A lot of retail companies were established here in our country and very significantly changed current sales network and a Czech shopping behaviour. This thesis is divided into three parts. First part describes elementary concept regarding to trade and retail marketing. Furthermore there is a description of historical evolution of retail in the Czech Republic and discount stores development in foreign countries. Second part is devoted to a Czech retail market and to an analysis in chosen retail chain stores, their marketing activities and key economic indicators. Third part includes a questionnaire research and a survey of in-store communication in a pastry area of retail units in Pribram. The thesis is ended up by a conclusion, results and observation.
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Marketing of Green Companies
Nováková, Pavla ; Štědroň, Bohumír (advisor) ; Králík, Tomáš (referee)
The goal of this Master's Thesis was to map and asses marketing of Green Companies in the Czech Republic and abroad and based on some basic characteristics to evaluate the economical profitability of this business and its future prospects. The Thesis is about ecological products and customer's possibilities to become informed enough about them and to choose the right one. The Thesis focuses on some companies operating on the energy market. These companies are very often placed on the top of green rankings. Based on my experience environmental activity is evaluated in the department of operating leasing in the ČSOB Leasing a.s. company.
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New Trends in Internet Marketing
Urbanová, Denisa ; Štědroň, Bohumír (advisor) ; Halířová, Jana (referee)
This diploma thesis concerns the possible ways of use of internet marketing trends and tools in Czech Radio communication activities. In the first step, the thesis will analyse the internet marketing trends in general with regard to the dynamic evolution in the field of internet applications. A special attention will be applied to such terms as new media, social networks and virtual communitites and its use in the field of marketing communications. The theoretical part will be followed by detailed analysis and evaluation of the possible ways of use of these communication tools for the purpose of Czech radio contents promotion and distribution. The aim of this study is to evaluate Czech radio current on-line communication activities with regard to actual internet marketing trends, reveal possible weaknesses and suggest ways of improvement.
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Marketing manager evaluation
Burenkova, Ksenia ; Štědroň, Bohumír (advisor) ; Valenčík, Radim (referee)
This work aims to investigate the possibilities of evaluation of managers with an emphasis on current and future conditions of business units and management. The focus is the marketing manager and his department. Significant attention is paid to the impact of the global economic crisis on the organization and management and the role of marketing activities when dealing with the crisis. Analysis of job offers for marketing manager on the Internet gives an opportunity to understand evaluation of marketing managers by employers. Provides an overview of the requirements for applicants for this position and conditions, which are offered by companies. Finally, the basic recommendations are formulated, which should guide anyone who wants to become a good marketing manager in future.
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Analysis of the E-Commerce Website and Realization of Chosen Recommendations
Kulich, Petr ; Stříteský, Václav (advisor) ; Štědroň, Bohumír (referee)
The aim of this thesis consists of defining a set of recommendations that should lead to more successful e-commerce website of EuroCup Agency s.r.o. The aim also consists of creating a schedule of their realization, setting of the complete realization goals and realizing of the recommendations that belong to the first phase. The thesis is based on theoretical presentation of possible steps that could be realized for improving e-shops' successfulness, and on extensive analysis of the monitored e-commerce website. This analysis is focused on the company's market, target segments and competitors, company's sales, offline conversion rate, statistics measured by Google Analytics tool, and usability of the e-commerce website.
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