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The Impact of International Supply Chains on Competitiveness of the Firm
Křenková, Eva ; Machková, Hana (advisor) ; Sato, Alexej (referee) ; Novák, Radek (referee)
When companies learned that logistics can be used to achieve strategic goals, it ceased to be perceived only as a source of necessary costs that need to be controlled. In this dissertation the potential benefits of selected sources of long term competitive advantage are questioned. The research in the dissertation focuses on international transport of goods, its employment and organization, and on how logistics capabilities can be employed to increase customer satisfaction and thus the competitive advantage of the entire supply chain. The potential sources of long term competitive advantage are cooperation and information sharing among firms in the international supply chain. The author hypothesised that cooperation and information sharing are positively related to logistics capabilities. Logistics capabilities are hypothesised to be positively related to customer satisfaction. To capture the impact of external environment, the lead time uncertainty and the demand uncertainty have been included in the model. The impact of modern information technologies on supply chain management has not been disregarded and information technologies serve as moderating variable in the model. The proposed model is based on the Transaction costs theory and the Resource-Based View. The qualitative research method of case studies had been selected and used to support the model. The research involves three cases. Interviews with professionals, company sources and secondary data mainly academy journals, supply chain management literature and web pages of selected companies and international institutions provided the foundation for the research. The contribution of this dissertation is in including the impact of the external forces in the model, in focusing on the relationships that a firm has with its supply chain partners, and in an in-depth analysis of relationships among triad of subjects -- buyer, seller and logistics service provider. Also, a new definition of logistics capabilities has been proposed. Examples of real situations of organization of international transportation of goods are presented. Cooperation and information sharing can serve as sources of long term competitive advantage, but their implementation is in many cases limited due to varied reasons. The size of the firm is in some cases one of them, other limitations are named in the text. Suggestions for practitioners are included.
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ExxonMobil International Marketing Strategy
Sedlářová, Alena ; Machková, Hana (advisor) ; Malý, Josef (referee)
Master thesis ExxonMobil International Marketing Strategy deals mainly with brand management and communication strategy of ExxonMobil Corporation and its selected competitors (Royal Dutch Shell plc, BP p.l.c.). Elements of these strategies are compared and based on the SWOT analysis strengths, weakness, opportunities and threats of ExxonMobil strategy are identified. In conclusion, the thesis introduces recommendations for possible changes in ExxonMobil marketing strategy. The work itself is divided into 4 chapters. The first chapter introduces the corporation, its structure and strategy. Second part describes ExxonMobil's brand management and communication strategy. The following part is focused on the description of the selected aspects of marketing strategy within the competitors - Royal Dutch Shell plc and BP p.l.c. The final chapter presents comparison of the competitors' strategies, SWOT analysis for ExxonMobil marketing strategy and offers recommendations for possible changes in the corporation strategy.
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Factors leading consumers to environmentally and socially responsible behaviour
Descubes, Irena ; Soukup, Jindřich (advisor) ; Dvořáček, Jiří (referee) ; Machková, Hana (referee)
What are the key antecedents, factors and moderators that influence environmentally friendly and socially responsible consumer behaviour? Individual consumers buy products and services not only for their intrinsic satisfactory functionalities. They make their consumption choices also because of specific extrinsic products/service abilities to affirm their lifestyle choice, i.e. enhance their self-concepts and satisfy their psychological needs. Given that despite the recent increase of interest in sustainable consumer behaviour, little is known on sustainable consumer aspirations, this study aims at filling the research gap in this area of academic research. This study investigates ad hoc literature in Lifestyle Strategic Marketing, Branding, Social Psychology and Self-Concept Theory applicable in Green and Fair Trade Operational Marketing . Mixed research methods are used in three distinct studies: (a) laboratory experiment, (b) SurveyMonkeyTM online questionnaire analyzed quantitatively, and (c) SPSS and SEM software data management and analysis. They are conducted in France and based on the common research models, i.e. the Theory of reasoned action (TRA) founded by Fishbein & Ajzen (1975) and the Theory of planned behaviour (TPB) coined by Ajzen (1991). Specific attitudes towards environmentally friendly and fair-trade products and services are derived from Value sets, Awareness of Consequences beliefs and Environmental Concern evaluations; therefore in the third partial study we adapt the research model proposed by Hansla et al. (2008). In all of them is employed a convenience sampling method that allows to gather between 109 and 350 respondents. Results allow for identification of salient factors influencing consumer purchasing intention and willingness to adopt and pay for both environmentally friendly and socially responsible products and/or services.
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Customer satisfaction strategy in automotive industry - example of Škoda Auto
Jůzl, František ; Machková, Hana (advisor) ; Malý, Josef (referee)
The first objective of this thesis is to define the most significant benefits of a customer satisfaction strategy for a company. Especially, the effects on customer base, retention, loyalty, and last but not least on financials are discussed. Furthermore, three techniques of customer satisfaction measurement are critically assessed. Those are complaint management, customer satisfaction surveys, and mystery shopping. Secondly, a comprehensive customer satisfaction strategy for ŠKODA AUTO is defined based on theoretical knowledge regarding customer satisfaction and the specifics of automotive industry. The strategy comprises of four particular parts: generic approach, sales, after sales, and product.
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Analysis of the US Business Environment
Cook, Gina ; Machková, Hana (advisor) ; Sedláčková, Helena (referee) ; Pichanič, Mikuláš (referee)
In the last five years, the US has experienced a significant number of unprecedented events, many of which will have long-term impact on its business environment. Given this fact and the rapid pace of change in the world today, there is a new imperative for understanding and managing these complex dynamics and associated emergent risks. This dissertation, therefore, focused on analyzing the current state of the US business environment; the analysis creates a basis for further examination of the various aspects of the studied problems. The author undertook a comprehensive environmental scan, using a broad set of information resources, in order to look at its present status and the factors affecting it as well as the perceived level of risk. During this process, the author also attempted to verify whether the current method of PEST analysis is still a relevant and useful tool given today's complex, intertwined and quickly evolving global business environment. The first chapter is devoted to the theoretical background of information seeking and environmental analysis as well as classifying international business risks. Chapter two takes a broad look at the US macro economy, including the following areas: Political, Legal, Economic, Socio-Cultural and Technological. Chapter three is a business application, and the bulk of its content is devoted to the specifics of the current US business environment; the perceived risks affecting it are also investigated. Final conclusions are drawn based on the research conducted.
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International Distribution as Communication Tool: What builds Experience and Value Creation in the Luxury Retail Setting?
Tisovski, Marija ; Machková, Hana (advisor) ; Zamykalová, Miroslava (referee) ; Přibová, Marie (referee)
The thesis argues that the distribution formats can be significant strategic communication and differentiation tools for luxury brand and that the intangible determinants within the space can provide balancing link between company trying to manage its brand expression and consumers search for the meaningful experiences. The dissertation uses a luxury retail setting, as the highest in distribution hierarchy to analyze these relations. This ensures a level of diversification from mass retail approach. In addition, this brings back to the store as source of value creation and experiences that one should expect from a luxury brand. The aim: To explore conceptually the nature of value creation and how the relationship gets between a retailer and customer translated and communicated by a means of store, also to identify the key determinants for the value creation within the formats while looking at which levels it brings to ability to co - create the experiential value with consumer. Method: The two primary methods used are: in-depth, semi-structured interview with professionals or key informants and field notes in ethnographic context with a sample of 52 international marketing students. The secondary data collection draws upon extensive, relevant and significant academic literature review including books, professional journals, online resources, etc. Findings: The work identified two value drivers: Symbolic Desire and Exclusive Excitement. Excitement and Desire were found to be the main emotions to trigger the consumer within the luxury setting and to translate a product into service or experience of a kind. Second, research identified the two experiential prospects of: Become and Belong. These show all the way the interaction builds and develops to immerse the customers in a branded world and experiences. As a result the thesis suggests two new approaches; Experiential Value Co-Creation and In - Store Typology. Such orientation offers an outline for adjusting the service and mapping the generic groups of luxury consumers. Moreover, in-store experiential typology offers four types of spaces and/or segments within the setting: Expertise, Exclusivize, Aspirational and Popularize.
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Demand in the wellness market for services in the Czech Republic and abroad
Neuwirth, Richard ; Machková, Hana (advisor) ; Malý, Josef (referee) ; Hogenová, Anna (referee)
PhD dissertation: "Demand in the wellness market for services in the Czech Republic and abroad" deals with an emerging sphere in the market for services. The service sector contributes not only to the GDP but participates in improving living standards in developed countries. Wellness market for services could influence the way how to spend free time, increase the whole quality individual lives and contribute to reduce spending on health care in the future. In the introductory part there is analyzed the current situation on the wellness market in the Czech Republic. The view of some Czech businessmen on the wellness market for services is often considered (for the purpose) as a way of earnings regardless the broader content of the sphere connected with the healthy lifestyle. The term "wellness" often includes activities which do not concern this sphere, only use this term for marketing purpose. The dissertation is based on the own definition as a term. This term is defined as a permanent feeling of higher quality of life achieved through performing physical and mental activities and internal acceptance of the healthy lifestyle. The goal of this dissertation is a demand survey for these services, it specifically concerns the research of public awareness in this sphere, finding the attitude to activities, which are connected with wellness and acquiring next information which is principal for development in successful business activities, particularly for the strategic decision in pricing policy, the equipment in wellness premises and the quality provided services. In the dissertation were assumed three basic hypotheses: 1. On the basis of research there will be possible to put a qualified customer group and to determine chosen activities. They are suitable as a content of offered programmes for clients who are informed of this sphere or seek to achieve outlined goals. 2. Customers with interest and knowledge of the sphere will be interested in the healthy nutrition, the consumption of dietary supplements and in next activities concerning wellness. 3. Next assumption is a fact that the level of knowledge and understanding the whole conception will be at a lower level in the public. The theoretical part of the dissertation is based on the classical microeconomic theory. The attention is mainly paid to the theory of consumer optimum. Subsequently the dissertation focuses on the issue of marketing research, particularly on the analysis of appropriate quantitative methods which could and should be used in the application part. Great emphasis is placed on the communication policy which is a very important tool for the marketing mix. The application part of the dissertation focuses on its own demand research within that over nineteen thousand data from more than three hundred respondents were obtained. The results were presented after analyzing the obtained data. They showed that all age groups of respondents included in the population survey have within their categories very different features. Thanks to that fact popular sports have been identified, it was possible to determine a client's price concept about services suitable for this sphere and to describe an opinion on the quality and the equipment of wellness premises. Next, for purposes of comparison, two researches from abroad were used and these have become a valuable source of information and serve as a basis for comparative research i.e. comparison of foreign experience with the situation on the Czech market. Both differences and facts generally applicable in the Czech Republic and abroad were found. The result of the investigation was not only the recommendation for following research directions, particularly the need to do research in specialized wellness premises among informed customers with regard to data which were not possible to find out during the overall market research. Another task resulted from the finding that the respondents have very little awareness of the sphere and it will be necessary to establish the wellness programme conception and to introduce this concept to the public particularly by focusing on high schools oriented on physical education and sport and other public institutions. There is a fact that the Czech institutions in the health sector do not consider the prevention in the field of diseases of civilization important enough. It will be necessary to carry out next education of the public in order to achieve savings in the treatment of diseases of civilization in the Czech health care in the future. At the end of the dissertation it is stated that the goals and tasks were fulfilled despite difficulties in obtaining foreign materials and information suitable for comparison with the market in the Czech Republic. In the introduction the presented hypotheses were mostly confirmed, excluding the customer's price concept. It could not be determine intended consumer optimum because of significant heterogeneity of statistical results. In any case the dissertation showed the low level of public awareness of the concept wellness (as expected), the necessity of more distinctive defining of mental activities suitable for this field and the need to unite different opinions on the whole sphere of these services.
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Marketing of Luxury Products
Shamina, Yana ; Machková, Hana (advisor) ; Klosová, Anna (referee) ; Přikrylová, Jana (referee)
The world of luxury products for many years was reserved only for the selective and exclusive audience. It looked like it was impossible to experience it or to get in for someone from outside. Marketers of luxury brands have created such an environment where clients could feel exclusivity and enjoy timeless quality, values, history and heritage of the brand. It is very important to maintain the traditional values for luxury brands but in order to stay in touch with the target audience, luxury producers have to face and adapt to rapidly changing environment. There are a lot of debates about comparability of the Internet and luxury, as digital world is too impersonal comparing with core competence of luxury: exclusivity, outstanding experience and human touch in everything including craftsmanship, personal selling and customer relations. In current environment luxury companies cannot ignore the importance of the Internet as a communication and transaction tool and have to stay in touch with its target audience. The main contribution of this dissertation thesis is an analytical framework "features of importance for online luxury consumer satisfaction" that will help luxury marketers to understand online luxury consumers, their motivations, behavior and preferences. Additionally, framework presents the up-to-date data that can be executed while creating digital marketing communications strategy. The influence of content, social, process and technology gratifications on the online luxury consumer satisfaction was investigated. By incorporating the quantitative approach it was possible to make a deep analysis of the research problem. To obtain the necessary data the group structured questionnaire was used to analyze the proposed research model. A total of 133 respondents were accepted for the investigation. Analysis of correlation proved the positive relation between gratifications and luxury consumer satisfaction, even thought, proposed gratifications had different influence on the satisfaction. Content and technology gratifications had the most strong and positive influence on the satisfaction. However, from the obtained results it is visible that social gratification had the least important but still positive effect on the luxury consumer satisfaction. The obtained results are a valuable asset for the luxury companies as research revealed the main directions and themes on which luxury marketers should stress while creating online communication strategies.
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Analysis of marketing mix of advertising agency FILIP Media
Hrušovský, Gustav ; Machková, Hana (advisor) ; Havlová, Květa (referee)
This dissertation aims at analysis of marketing mix of advertising agency. Besides main 4P (Product, Price, Place, Promotions) contains other 3P (Personnel, Process, Physical evidence), because the product of the agency are services. The dissertations includes also SWOT and BCG analysis, in which provides information about positive and negative aspects of work of the agency. The separate chapter is dedicated to outsourcing, on which the advertising agency FILIP Media concentrates.
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Business strategy for the Chinese market - an example of Coca-Cola HBC
Kyselová, Karolina ; Machková, Hana (advisor) ; Olšanová, Květa (referee)
This thesis deals with the business strategy in the Chinese market, which is introduced a concrete example of the business strategy of Coca-Cola. According the breadth of the topic there is not included the overall business strategy of mentioned company, but corporate social responsibility, which is the third pillar of the strategy. The aim is to compare by values of social responsibility and setting the Coca-Cola's current situation on the Chinese market and local governments attitude to the main problems of this area. The first chapter is describe the economic growth and current economic development of China, which is marked by the global financial crisis. In the context of sustainable development of Coca-Cola is worth mentioning the Convention and the obligations arising from the country for membership in the ILO. This issue is devoted to the second chapter. The last chapter describes the business strategy (including the basic pillars of the strategy "4A"), with a focus on ensuring sustainable growth. This information is used not only to approach the business strategy, but also for possible access to government compared with the real situation in the country.
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