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Evaluation of the market value of a firm – Drubezarsky zavod Klatovy as of 1st of January 2014
Novák, Michal ; Heřman, Jan (advisor) ; Kislingerová, Eva (referee)
This master's thesis dealing with appraisal of a firm Drubezarsky zavod Klatovy which is headquartered in Klatovy is composed of seven essential chapters such as company background, strategic analysis, financial analysis, value drivers, financial plan, valuation and valuation summary along with sensitivity analysis in order to provide a complete range of understanding. Individual key chapters are divided into subchapters. The company ranks among the biggest manufactures of a poultry meat in the Czech republic. The primary aim of this thesis is to detect and review key attributes, which are affecting or even are capable of having an influence on company market value as of 1st of January 2014. Market value were set according to International Valuation Standards (IVS). The business valuation is primarily determined by two methods. The first main method known as discounted cash flow analysis (DCF) in the form of adjusted present value approach (APV) is not at all employed in valuation practice, but it is deemed to be some kind of reference method of all DCF forms. Another one, I employ, is called German income approach (German: Ertragswertverfahren -- EWV). Across texts are used statistical methods in conjunction with statistical programme R that tell me help my specified goal.
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Telemarketing as an Effective Tool of Marketing Communication
Juránek, Patrik ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This dissertation is compounded from theoretical and practical part. The theoretical one is focused on description of telemarketing and its kinds. Then presents database marketing from build own database through types of database marketing and data mining. For effective telemarketing is essential to use various tools, specific forms of calls, knowledge of phone structure and art of negotiation with difficult customers. Integral part is the fair system of reward and well set selection process. The core of the practical part is to apply obtained theoretical knowledge on the real environment of telephone operators and managers of telemarketing agencies. The results from realized questionnaire research are interpreted to analyze under what conditions is telemarketing effective tool of marketing communications. Achieved findings are consequently used for formulation of suitable recommendations.
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Analytical View of the Use of Facebook of Elementary School Students aged 9-15 years
Komorousová, Kateřina ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
This work shows the rate of use of Facebook of pupils aged 9 to 15 years in selected elementary schools in Prague, Brno and Ostrava. The aim of work is to describe new trends in communication of children and adolescents. The secondary objective is the prediction of the use of Facebook in the future. The aim of theoretical part is to describe what Facebook is, who the users are. I focused on psychological and social characteristics of children and adolescents, their communication, both face to face and virtual. Methodology of the practical part consists of analysis of the use of Facebook groups mentioned. It is focused mainly on determining of the research questions and hypotheses, the results of the survey and discussions.
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Eye-tracking methods and use of DIY (do it yourself) devices a open-source software
Bajer, Ondřej ; Novák, Michal (advisor) ; Jiroušek, Radim (referee)
The main Target is to compare commercial device for eye tracking analysis with a device made by DIY (Do it yourself) in the chosen environment. The work includes basic analysis methods Eye tracking. It offers a list of devices suitable for comparison, or marginally list of alternatives. A significant part of the thesis deals with construction of DIY tracker. The comparison is made on the basis of experimental measurements of commercial device and DIY device. The result is that in the selected conditions we can DIY device used because it is comparable with the commercial product. One of the sub-chapters is devoted also to question of the application DIY. In the last part was used the DIY device to analyse on realistic object. Specifically outdoor - print ads of Zubr brewery with evaluation.
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Classification analysis of emotional appeals on sample Czech television commercials
Káčerková, Radka ; Novák, Michal (advisor) ; Jordan, Michal (referee)
Abstract: The work deals with the possibilities of using emotional appeals in advertising. The main goal was classification and definition of emotions and emotional appeals with regard to marketing. The work focused on emotional appeals in Czech TV adverts and found out the way how emotional appeals are used in these adverts. Research question used in this work concerned the problem of which emmotional appeals are in adverts the most. Research sample consisting of 150 TV adverts was divided into several homogeneous groups according to industry. Research method applied to the sample was content analysis. All findings showed that emotional appeals are essential part of TV adverts but as the secondary factors additional to the whole advertising message. Key words: Emotions, marketing, advertising, advertising appeals, emotional appeals
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Cultural aspects of international marketing communications companies L'Oréal and Oriflame
Kredatusová, Petra ; Novák, Michal (advisor) ; Štrach, Pavel (referee)
This thesis is focused on cultural differences and their influence on the usage of marketing tools of specific companies in various markets. The thesis evaluates the effect of the cultural environment on companies' communications with consumers. There are analyzed American, Indian and Chinese websites of cosmetics company L'Oréal and websites of selected brands of consumer cosmetics that come under L'Oréal. In the second part the German, Indian and Chinese catalogues of cosmetics company Oriflame are analyzed. Analysis of selected marketing tools of both companies is mainly based on findings of Geert Hofstede and the studies that follow-up his work and also on findings of Edward. T. Hall. The analysis revealed that both companies have shortages in the adaptation of usage of marketing tools in different cultural environment. Therefore, a proposal of conception that could help to eliminate the shortages and provide a better adaptation of marketing tools in different cultural environment was recommended.
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Application of Methods of Internet Marketing and their Impact on Site Traffic HradecŽije.cz
Krásný, Daniel ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
The main purpose of this master's thesis is the application of selected methods of internet marketing, checking their effectiveness and controlling their impact to visit rate of regional website. Due to the limited budget my work is mainly focused on inexpensive ways of applications of internet marketing. In the theoretical part I firstly demonstrate the techniques that I deal with. In the practical part I introduce the initial situation of the regional website, including the specifics of its visit rate. After the describing and application of marketing changes, I analyze the same metrics one year later to detect differences and development of website. In the conclusion I offer the concrete recommendations for managers of regional website.
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Preference of Media in Different Cultures
Hořínková, Adéla ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This thesis deals with relationships of culture and media which are used by people of definite culture. In the research there is the most widespread media of present. It includes newspaper, radio, television and internet. The culture is assessed from the viewpoint of Hofstede's cultural dimensions theory. In this theory there are five dimensions which are Power distance, Individualism, Uncertainty avoidance, Masculinity, and Long Term Orientation. The methods, which were used for results, were chi-square and Pearson's adjusted residuals. The researched dates of quanti-tative research originate in Mindreader project of the company Mindshare which was taking place in year 2012.
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Analysis of a Marketing Communication of Telecommunication Companies on the Czech Media Market
Roll, Jan ; Novák, Michal (advisor) ; Haucková, Marta (referee)
The thesis offers a brief review of Czech massmedia market situation. The work particulary focuses on marketing communication of companies providing voice, data, or Internet connection services. According to international NACE CZ/EU standart: Voice services, data transmission and Internet connection services - The scope of the research does not include only the largest providers, but whole business category with smaller and local providers too. Therefore, it is possible to observe quite common situations, when some small local company penetrates the particular massmedia market, usually ruled by large monopolistic companies. Thus, the small companies can influent the market and the research rapidly. The thesis includes marketing campaigns implemented in TV broadcast, press, radio and Internet.
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The Use of Project Management Tools in Event Management
Sadílek, Tomáš ; Novák, Michal (advisor) ; Přibil, Jiří (referee)
The aim of this thesis is to determine possibilities and real use of project management tools in event management, in sphere built on project bases, but that is also very dynamic and changing even in realisation. The thesis focuses on software support for managing projects and project teams, that are applicable in event management. The research was made for the selection of optimal tool for realization of leasure time, public event Ladronkafest. Selection is based on multi-criteria decision evaluation process, that is implemented after consultation with professionals in event management. The chosen software was tested on some smaller event. During the test users realized some negatives about this program and decided not use it.
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