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The IKEA Phenomenon: Philosophy of Marketing and Strategic Communication from the Early Days to the Present
Procházková, Pavla ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
The aim of the diploma thesis entitled "The IKEA Phenomenon: Philosophy of Marketing and Strategic Communication from the Early Days to the Present" is to trace the main ideas behind the creation of the IKEA phenomenon, to trace what strategy and communication tools were used by its founder Ingvar Kamprad in the beginnings of the company. While it is not only about the initial vision of the company, a characteristic feature of IKEA's marketing and communication is the fact that it affects clients in the long term, it is a process of a long-term series of client-oriented communication procedures. IKEA is also rated as a pioneer of internal communication. The philosophy of building the company includes orientation towards the family and the home, solving questions and problems of everyday life, searching for rational solutions, keeping the price of products affordable while maintaining good quality, trying to stay "in" thanks to modern design. In the theoretical part, the thesis generally introduces the meaning and role of strategic communication of business companies and its individual aspects. In the practical part, the diploma thesis, based on qualitative research and with the help of analysis of source material, answers the question of what vision, what style of communication (with customers, colleagues,...
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Marketing communication analysis of the Czech Olympic team during the 2022 Olympic Games
Kohout, Jakub ; Turková, Kateřina (advisor) ; Halada, Jan (referee)
My bachelor thesis "Marketing communication analysis of the Czech Olympic team during the 2022 Olympic Games" examines the complex marketing communication of the Czech Olympic Team using available data. In the thesis I first describe the theoretical foundations of the field of marketing and sports marketing, then I introduce the issues of marketing communication within the Olympic Games. In the practical part, with the help of semi-structured interviews with members of the Czech Olympic Team marketing team and SWOT analysis, I draw conclusions and offer recommendations for further marketing communication strategy of the Czech Olympic Team. The thesis examines in detail all marketing tools and channels of the Czech Olympic Team.
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The impact of digital music distribution on the structure of songs and the way they are published
Škopek, Matěj ; Ježková, Tereza (advisor) ; Halada, Jan (referee)
The topic of this thesis is musical compositions and the potential impact of the modern method of their distribution on their structural characteristics, overall form, and method of their release. The work compares two periods, from the years 2005-2010 and 2015-2020, i.e., before and after the rise in popularity of music streaming services such as Spotify. The author's goal is to find a correlation between the changes of parameters selected by him and the development of the music industry and music distribution. In the work, the author first presents the concept of distribution in this broader, general sense of the word and its role as part of the marketing mix. It follows the role of distribution in the context of the music industry and a more detailed description and overall shape of the music market in each of the defined time periods. For each researched year, 10 songs were chosen that ranked at the top of the American music chart Billboard Hot 100. Therefore, the author's research includes 120 recordings. The monitored parameters are the length of the song, its tempo, the location of the first chorus, the total number of choruses, and whether the song was released as a separate single. The author presents five hypotheses that are based on the authors' publications in the field of music. As...
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Rebranding of SK Slavia Praha football club and its influence on marketing communication
Kalous, Tomáš ; Ortová, Nina (advisor) ; Halada, Jan (referee)
This bachelor thesis examines the rebranding of SK Slavia Prague in 2022, with a focus on the opinions and perspectives of supporters on the new visual identity. Although the change of visual identity was positively welcomed by professionals, Slavia Praha did not publish any investigation to confirm or refute whether this was the same for the target group in the form of fans. This thesis consists of three parts - the theoretical background, branding of sports clubs and the research, which first provide an insight into brand management issues and then describe in more detail the branding of selected sports clubs from home and abroad, including rebranding of SK Slavia Prague in 2022 and its influence on marketing communication of the club. The research section presents a description of the research and a presentation of the analysis of the results, which were conducted using an open coding method after individual in-depth interviews. In the discussion, the author provides insight into the perception of the new identity by the primary target audience of the club's communication and also presents recommendations for further club communication. The research findings indicate that the target group received the rebranding positively and thus the rebranding met the club's stated objectives.
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Change in the clientele of Lázně Priessnitz during the First Republic
Hlaváčková, Tereza ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
This bachelor thesis investigates the effect of promotion on the clientele change of the Priessnitz Spa in Jeseník. The thesis takes into account the origins of the spa and its history and focuses specifically on the First Republic period. It analyses the brand and promotional activities used by the spa. The introductory section presents the theoretical concepts that are the foundations to the practical application discussed in the latter part of the thesis. Based on these foundations, an analysis of the communication and promotional materials published and used during the First Republic period is presented. Subsequently, the theoretical segment introduces the historical context, providing an overview of the events of 1914 to approximately 1919, including the economic, social and political dynamic in newly formed Czechoslovakia. This is followed by an overview of the history of the spa industry and a list of competing spa establishments in Czechoslovakia, more specifically in the border region of Silesia. The promotional materials used are presented. The thesis then focuses on Priessnitz Spa itself, analysing the brand, communication and promotional activities and clientele. On the basis of providing a temporal context and a content analysis of historical materials, it is examined how the spa's...
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Analysis and effectiveness of Dubai City marketing strategy in the years 2010-2020
Saarová, Patricie ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis focuses on the analysis and effectiveness of Dubai's marketing strategy during the years 2010-2020. The theoretical part introduces key concepts related to marketing and destinations, including the definition of marketing and destination, destination management principles, marketing mix and communication mix. The descriptive part of the thesis describes the development of Dubai as a tourist destination and identifies the factors that have contributed to its success. The practical part includes a comparative analysis of marketing activities in the periods 2010-2015 and 2016-2020, supported by a questionnaire survey. Based on the analysis, communication recommendations are then proposed.
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Marketing communication of the GolfDigest C&S brand
Fridrich, Viktor ; Halada, Jan (advisor) ; Ortová, Nina (referee)
This thesis deals with a detailed examination of the marketing communication of the Czech language version of the American golf magazine GolfDigest. The aim is to understand the links with the marketing mix and to analyse the different marketing communication tools. The theoretical part focuses on the explanation of acronyms, golf marketing, print media marketing and marketing mix. Emphasis is placed on marketing communication tools such as direct selling, advertising, sales promotion, direct marketing, online marketing and public relations. The thesis also includes situational SWOT analysis, PESTLE and Porter's five forces model. The analytical and descriptive part focuses on the Czech and Slovak golf market and analyses the American magazine GolfDigest. The marketing mix is examined, including product, price, distribution and marketing communication, which includes advertising, emailing, websites, social media and more. Competitive analysis includes Golf magazine and Premium Golf. Based on the findings, recommendations for improvements are proposed for the website, emailing campaigns, social media and the Open Tour. The goal is to strengthen GolfDigest magazine's marketing communications and increase its competitiveness. The thesis provides a comprehensive view of the marketing communication of...
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Communication in hunting
Vavřich, Adam ; Klabíková Rábová, Tereza (advisor) ; Halada, Jan (referee)
This bachelor's thesis deals with the communication of the largest Czech hunting interest organization - the Českomoravská myslivecká jednota, z.s. (Czech-Moravian Hunting Association, registered association). The thesis also focuses on the public opinion regarding hunting and communication within the hunting domain. The main objective of this work is to present the communication mix of the Czech-Moravian Hunting Association its marketing strategies, and internal communication. The first part of the thesis defines the theoretical framework related to hunting, communication, and marketing in interest associations. The theoretical and methodological context of the researched concepts and subjects is introduced. In the methodological section, research objectives and utilized research methods are thoroughly described. The practical part contains the actual research, which is essentially divided into two main sections - one comprises a questionnaire survey, while the other focuses on individual components of the communication mix of the Czech-Moravian Hunting Association. At the end of the practical section, a set of recommendations concerning communication and public relations of the Czech- Moravian Hunting Association is presented. Apart from this bachelor's thesis, there are not many specialized...
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Media space dedicated to FC Slovan Liberec in the daily Sport
Dlask, Jakub ; Chrenčík, Roman (advisor) ; Halada, Jan (referee)
This bachelor's thesis entitled "Media space devoted to FC Slovan Liberec in the daily Sport" deals with finding out and comparing what space FC Slovan Liberec received in the daily Sport in comparison with the winners of the three previous years of the Czech top football competition. In the theoretical part, I first describe the interconnection between sport and journalism by means of professional literature and then define the specifics of sports journalism. Next, I introduce the daily Sport, which as the only Czech sports daily was used for the research in this bachelor thesis. In the methodological part, I first use the literature to characterise the quantitative content analysis that I have chosen as my research method. I follow this by describing the theoretical background, setting the research questions and writing the hypotheses. In the analytical section, I then describe my research process and then compare and present the data collected.
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Marketing communication of the DFL and Bundesliga
Kaminski, David ; Halada, Jan (advisor) ; Koblovský, Petr (referee)
This bachelor thesis examines the sports marketing strategies used by the German Bundesliga and its governing body, the Deutsche Fußball Liga (DFL), with an emphasis on communication channels and comparative analysis with key European rivals. The first part of the thesis discusses the theoretical foundations of sports marketing, the marketing mix in sport and target groups, followed by the historical context of the Bundesliga and the establishment of the DFL. Subsequently, the DFL's communication strategy for the 2021/22 season is examined, focusing on channels such as social media, website, media communication and the DFL Magazin. A comparison is made between the marketing strategies of the English Premier League, Spanish La Liga, Italian Serie A and French Ligue 1 to identify the unique strengths of the DFL and potential areas for improvement.
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