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Analysis and proposal of marketing communication Košík.cz
Krupka, Radim ; Vávra, Oldřich (advisor) ; Ryšánek, Jan (referee)
This Masters thesis deals with the topic of marketing communication. The first part of this thesis is devoted to the theory of marketing, marketing tools, marketing and promotion mix, marketing communication, e-commerce and STDC framework. In the following part of thesis are used the tools and analysis described in the theoretical part and applied on online grocery store Košík.cz. At first there is the application of situation analysis, then application of analysis of marketing mix, current marketing communication analysis and application of SWOT analysis. All points recognized in previous analysis are reconsidered and confirmed through survey and used in proposal of marketing communication based on marketing framework STDC.
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Introduction of a new energy drink to the Czech market
Svěchota, Daniel ; Vávra, Oldřich (advisor) ; Písař, Pavel (referee)
This bachelor thesis, is devoted to the subject of introducing a new energy drink to the market that is currently being distributed in over 12 countries worldwide. It starts with the idea of introducing the new energy drink to the Czech Republic and focusing it on the current situation and the market place. The next part describes the marketing plan outlining the possibilities of brand communication. The end part contains the findings that could be used to introduce this product onto the Czech market.
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Improving marketing mix in the company DeLonghi Group
Kevchenkova, Ekaterina ; Vávra, Oldřich (advisor) ; Boháček, Jiří (referee)
DeLonghi Group was founded in Italy in 1902. It is one of the largest manufacturers in the sector of small domestic appliances. The group of companies consists of such brands as DeLonghi, Kenwood and Braun. The subject of my bachelor thesis is the marketing mix of DeLonghi Group. The main aim of the thesis is to develop ways to improve the marketing policy of the company by making changes to it is the marketing mix. In order to reach the aim I evaluated the economic position of the company and it is internal and external environment through PEST analysis and 5 forces of Porter. I have also carried out analysis of the companys position in the market by defining target audience, key competitors, market share, assessing the marketing mix of the companys 4 P using the BCG matrix, the elasticity, the analysis of distribution network. I revealed the mechanics of sales and marketing campaigns, made SWOT analysis, identified best practices for each P of the group of companies. The result is a plan for improving the marketing mix of the company in the form of implementation the Stage Gate method , the deepening of analysis in the calculation of prices, expansion of direct sales, introduction of Agile marketing, the extension of the mystery shopper project.
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Managing commodity policy in modern conditions
Bobkov, Andrey ; Vávra, Oldřich (advisor) ; Boháček, Jiří (referee)
The subject of my bachelor work is a commodity management system at the enterprise policy SVOK LLC. LLC SVOK is a famous Russian enterprise, which is engaged in manufacturing ventilation, heating and air-conditioning systems. Bachelor work divided into introduction, three chapters and a conclusion. The introduction describes the relevance of my work, its purpose and objectives, methods, which I will use, knowledge base and more. The first chapter is devoted to the fundamental methodological aspects of enterprises ' product policy. In the second chapter, I will proceed to the analysis and assessment of product policy SVOK LLC. In the third chapter, I consider possible directions and give suggestions to improve product policy research facility. In conclusion will be summed up all the work.
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Development of the enterprise in market conditions
Demidov, Ivan ; Vávra, Oldřich (advisor) ; Boháček, Jiří (referee)
The Subject Matter of my bachelor thesis is the development of the enterprise. The Objective is the analysis of the enterprises development in market environment through the examination of the car dealer JSC AVTODOM and forming the proposals for improving the development of the enterprise. Joint-stock company AVTODOM was founded in 1992, specializing on sales of Premium and Luxury car segments. The 1st chapter discloses theoretical and methodological aspects of the development of the automotive dealer chain in a market environment of Russia. The 2nd chapter includes a General characterization of the JSC AVTODOM and analysis of the development of the company; the second part of the chapter also presents suggestions for improving the development of the automotive dealer chain.
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Analysis of customer satisfaction in particular accommodation facility
Lisovska, Khrystyna ; Vávra, Oldřich (advisor) ; Tahal, Radek (referee)
This thesis is devoted to analyzing the current level and historical development of customer satisfaction level in a hotel. The aim of such is to figure out, to what extent customers are content with accommodation and supportive services provided by the hotel, analyze in details the feedback provided by guests, discover the problematic areas and provide solutions to improve those. As a part of the thesis current approach to customer satisfaction measurement will be presented and recommendations will be made on how to modify it to reach more accurate and useful overview of the issue.
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Testimonial and influencer marketing
Kúdelková, Andrea ; Zamazalová, Marcela (advisor) ; Vávra, Oldřich (referee)
The topic of the diploma thesis is testimonial and influencer marketing. The aim of this work is to find out whether influencer increases the likelihood of purchasing a healthy nutritional product for Slovak women aged 20-40 years, and also whether Peter Sagana as a testimonial enhances brand credibility. The theoretical part deals with general communication and presentation of testimonial and marketing influence, their categories and examples. The practical part of the thesis is set into the environment of healthy nutrition. It shows an example of a marketing communication for a company that uses this specific type of marketing. Futhermore, own qualitative and quantitative research is included.
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Product range analysis of Opel Southeast Europe LLC.
Kalousová, Lada ; Vávra, Oldřich (advisor) ; Zahel, Tomáš (referee)
The thesis is devoted to product range analysis of Opel Southeast Europe LLC. This paper is focused on Czech and Slovak market. In the first part, author starts with theoretical base, which is followed by a practical part. The next part includes a description of company, analysis of micro and macro environment through Porter's five forces analysis and PESTEL analysis. There is also a description of various Opel models, which are further analyzed in terms of competitive comparison, segment analysis, in which models are offered and price comparison. This part is followed by a summary of major findings arising from analysis of the company's range. At the end of the practical part there is a brief proposal to locate offers that could help increase sales on mentioned markets.
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Analysis of the coffee market in the Czech Republic and Slovakia based on retail audit data
Kolářová, Zuzana ; Vávra, Oldřich (advisor) ; Čepek, Michal (referee)
The aim of the diploma thesis is a comprehensive analysis of the coffee market in the Czech Republic and Slovakia based on retail audit data. The analysis provides an overview of the development of this dynamic category. It also compares the similarities and differences in both countries. I proceed from the historical development of the market to the current situation in terms of its size, market trends and structure. I also focus on the promotion importance of the coffee category and the seasonality of its sales. I compare the Czech and Slovak markets in terms of the share of top manufacturers and brands, the popularity of private brands in the coffee category and the importance of the sales channels. I also focus on the regional structure of coffee sales, segments and price trends over time. The conclusion of the thesis is a comprehensive view on the structure and development of coffee markets in both countries and the expression of their common features and differences.
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Marketing analysis of Lidová jídelna Těšnov
Svoboda, Lukáš ; Vávra, Oldřich (advisor) ; Škranc, Oldřich (referee)
The main goal of this Bachelor´s Thesis is a marketing analysis of Lidová jídelna Těšnov and a proposal for a possible strategy of a new product, which is providing dinners. For the analysis, I will explore the macro environment using PEST analysis and the micro environment thanks to Porter's five forces analysis. Then I will look at the marketing mix and SWOT analysis of this company. Using these tools, I will compare an existing business strategy with a testing strategy of selling a new product (dinners), including promotion and communication with public. I will use also knowledge from questionnaires and detailed information from business owner. In conclusion, I will write some recommendations and suggestions for the new business strategy of selling dinners, including its promotion and communication.
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