National Repository of Grey Literature 34 records found  previous11 - 20nextend  jump to record: Search took 0.00 seconds. 
The Effects of Brand Extension Strategy, Beer Industry Case Study
Tomková, Michaela ; Machek, Martin (advisor) ; Hořáková, Veronika (referee)
Today there seems to be an increasing number of products similar to one another, especially on the fast-moving consumer goods market. Due to this recent trend, differentiation is necessary for companies to define their brand in relation to its competitors. One of the possibilities is the implementation of the brand extension strategy. The main objective of this master thesis is to investigate and analyze the effects of different types of brand extension strategies with the focus on the beer market. The first part of the thesis includes a thorough research of primary and secondary data, which provides insight into new trends and factors that influence the brand extension strategy and its success. The second part is more practical and is devoted to a case study of a Czech premium brand called Frisco. Given its increasing competition on the market, Frisco has recently changed its core strategy and extended portfolio.
Communication strategy of Huawei on social media
Slavičínský, Jaroslav ; Machek, Martin (advisor) ; Stříteský, Václav (referee)
The goal of this master's thesis is to analyse current communication of Huawei on social media and to compare it with its competitor Samsung. Subsequently, the communication strategy will be created, which might be used as a guideline for Huawei's social media communication. The thesis is divided into two main parts - theoretical and practical. The importance of Internet marketing and social media marketing are described in the theoretical part as well as characteristics of selected social media. The practical part contains the analysis itself, comparison with Samsung and the recommended communication strategy to improve the current state of Huawei's social media presence.
Repositioning of Birell brand as a tool for potential growth and entry to other categories
Jáchymovský, Oliver ; Machek, Martin (advisor) ; Kraus, Karel (referee)
Positioning is a key element of brand's strategic management and it is often a driver for success on given market. In every brand's life cycle there can be a moment, where current positioning simply doesn't work anymore, so there is need to reposition the brand to modify the current one or develop a new one. The main goal of this master thesis is to give readers full detail of the whole process of repositioning and to create ideal scenario for this process in FMCG market. I describe all most important parts of the brand and its strategic management related to positioning in the theoretical part. In the practical part I use a method of case study of Birell brand to describe real example of repositioning. This case study also includes reasons and consequences of the repositioning. In conclusion of the thesis, there is compiled ideal scenario of the whole process, that can serve as a basis for further research or as a instruction for future projects.
Implementation of appropriate brand management tools in employer branding
Khlebnikova, Vera ; Machek, Martin (advisor) ; Černá, Jitka (referee)
The objective of this thesis is to analyse how are the tools of brand management in creating and managing the employer brand implemented. To achieve this objective there is, in the first step, quantitative research of SAP case study and follow-up analysis of employer brand management in the B2B sector. Due to global level of employer brand management of analysed company, there is an analysis of the most important factors of the Czech youth in the process of selecting the ideal employer. This helps to get a better understanding of the Czech context. This thesis thus provides an insight into the area of analysing B2B environment which is not widely represented in the current literature. Another contribution of this thesis are the outcomes of the research analysing employer attractiveness factors which can be foundation for another research in the analysed company or in general research in the field of brand management and creation and management of employer brand.
Analysis of the bitter spirits category and the perception of the brand Becherovka Original in the czech market
Michelík, Martin ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
The aim of the thesis is to analyse the bitter alcohol drinks market and to evaluate the brand image of the Becherovka Original on the Czech market and to suggest appropriate recommendations for improvements in perception of the brand amongst the younger generation of customers. The theoretical basis is defined to understand the terms as customer behavior, consumers buying process, brand elements, brand equity, brand value and brand image. In order to achieve the main objective the primary research was carried out. The research was provided by online customer survey. Based on the collected data the whole Czech alcohol market was analysed, with emphasis on the spirits market, especially on the bitter spirits category. Also, the brands marketing strategy was analysed. At last, the perception of the brand Becherovka Original on the Czech market was analysed. The data for the analysis were obtained by the theoretical basis and by the research. The conclusion contains suggested recommendations for the future prosperity of the brand.
Komerční komunikace značky Plzeňský Prazdroj
Vasak, Sophie Marienka ; Průša, Přemysl (advisor) ; Machek, Martin (referee)
The title of this thesis is : Commercial communications of Pilsner Urquell. This subject has been chosen because of the importance of beer on the Czech market and the fact that Czechs have a special relation regarding beer. Plus the company Pilsner Urquell holds a strong position on the Czech market and has an interesting price premium strategy. The aim of this thesis was to confirm or infirm the following research question: Is the current image in line with the current communication of the brand? Answering this question would permit people to prove the true relation Czechs have with beer and leave behind different assumptions. In addition the place Pilsner Urquell holds on the Czech market would be verified and the image it has on the Czech market will be affirmed. This problematic has mainly been solved using a market research I conducted. The problems encountered were the fact that people might not have been always entirely sincere when answering the survey. Furthermore this market research has mainly been conducted on Internet and different results could have been found if more results were found face to face. These problems were surpassed with a large survey size (more than 100 respondents). As a result it has been possible to confirm the hypothesis. Thus now people can have a verified insight of the Czech beer market and the position of Pilsner Urquell. Reading this thesis will provide people with true information on the communication strategy of Pilsner Urquell and its image in the Czech Republic.
Creation of CSR report by using GRI reporting framework: case study Siemens Czech Republic
Cacková, Silvie ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
This Master´s Thesis is focused on reporting of Corporate Social Responsibility (CSR reporting). The purpose of this thesis is to create CSR report for company Siemens Czech Republic for the year 2014. Theoretical part is dedicated to introduce the concept of Corporate Social Responsibility and Stakeholder concept. The next part is focused on relation between CSR concept and CSR reporting, its benefits and trends. The last theoretical part introduces applicable standards regarding CSR reporting, the attention is put on company GRI and its reporting framework. Practical part deals with Siemens Czech Republic, there is described process of reporting with disclosed CSR report for this chosen company. The version G3.0 of GRI standard was used for create this report.
Marketing communication analysis in Foundation Fund J&T
Šťastná, Petra ; Kolouchová, Daniela (advisor) ; Machek, Martin (referee)
The bachelor thesis deals with the marketing communication of non-profit organizations focusing on foundations and foundation funds with the example of the Foundation Fund J&T. In the theoretical part the thesis outlines the theory of the non-profit sector with emphasis on foundations and foundation funds. The second half of the theoretical part focuses on the theory of marketing, marketing mix and marketing communications and marketing specifics again in foundation funds. The practical part is devoted to a specific example Foundation Fund J&T, its history, general characteristics and marketing communication. The practical part also includes its own survey, which assesses the awareness of the Foundation among students of the University of Economics in Prague.
Analýza a návrh marketingové komunikace startupu CleanMyPlace
Tolstykh, Anastasiia ; Kolouchová, Daniela (advisor) ; Machek, Martin (referee)
This bachelor thesis is focused on the proposal of marketing communication for new start-up company CleanMyPlace, the winner of VŠE Exports 2015, aimed at increase of its brand awareness and improvement of existing marketing strategies and tactics. The theoretical part is devoted to marketing tools, most improtantly to marketing online communication, as soon as this brand provides its services via internet. In the practical part are defined and analysed the current marketing communication. The following practical part of the thesis presents the performed questionnaire and discovered results. In the final part are proposed particular solutions and recommendations aimed at improvement of the offered services and a suggested marketing communication for the purpose of increaing the brand awareness.

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See also: similar author names
1 Machek, Matěj
1 Machek, Miloš
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