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Internationalization Activity Plan for Selected Organization
Bednářová, Markéta ; Hirš, Jiří (referee) ; Chlebovský, Vít (advisor)
The thesis is focused on the creation of a plan of internationalization activities for the Brno University of Technology, the aim of which is to raise the awareness of the organization abroad, specifically at universities within the European Union. The theoretical part of the thesis introduces the individual concepts and analyzes that are furtherly used in the following parts of the thesis. The analytical part evaluates the current situation in the organization and serves as a basis for the proposals. In the proposals of the thesis, a plan of internationalization activities of the university is created.
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Model of Marketing E-commerce
Mejzlík, Vojtěch ; Hejátko,, Jan (referee) ; Dvořák, Jiří (advisor)
This paper discusses the design of marketing model for electronic commerce. Effort is the most common representation and the most effective methods of marketing strategy. The practical part is discussed the particular case of the international model of cooperation between the regions of South America and the European Union, followed by implementation and optimization of marketing strategies for the introduction of a draft electronic commerce model with specific products for the market in the European Union. The result is an overall strengthening benefit terms, performance and efficiency in developing countries, provided the introduction of bi-regional cooperation through business e-commerce.
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Didactic analysis of the topic of international marketing and brands
Hnyková, Andrea ; Langer, Tomáš (advisor) ; Králová, Alena (referee)
This bachelor thesis deals with marketing education at secondary economically oriented schools, specifically with the topic of international marketing and brands. The first part of the thesis contains the importance and inclusion of the curriculum in the study programs. Another theoretically focused part deals with didactic aspects and means used to teach the above-mentioned topics. Because the aim of the work is creating a case study linking the two topics mentioned above, this method is discussed in chapter three and the proposal of case studies of specific IKEA brand, including the solutions and methodological guidelines for the contracting authority, is elaborated in the last fifth chapter. The fourth chapter deals with the factual analysis of the subject, including the evaluation of textbooks used for teaching subjects in marketing at secondary schools.
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Intercultural Aspects of Airline Marketing
Pakandlová, Anna ; Klimeš, David (advisor) ; Koudelková, Petra (referee)
This bachelor thesis deals with the intercultural aspects of airline marketing and their consequences for airline marketing communication. The aim of this thesis to identify the trends in global approaches to marketing communication of airlines, that is whether airlines apply standardised marketing communication strategies or whether they adapt their marketing communication according to the local cultural aspects of the target market. The first part of this thesis provides a theoretical basis for understanding the specifics of airline marketing communication. The second part identifies the trends in global approaches to airline marketing communication by a review of literature, specific examples and a survey conducted among airlines. The final part of this thesis analyses approach to airline global marketing communication in detail by a case study of Korean Air. Korean Air's approach to marketing communication is also evaluated and recommendation is made.
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Comparison of marketing communication of Hyundai, ŠKODA AUTO and Peugeot on the Czech market
Klofcová, Veronika ; Halada, Jan (advisor) ; Obluk, Ondřej (referee)
In the first part of bachelor's thesis "Comparison of marketing communication of Hyundai, Peugeot and ŠKODA on the Czech market", the general topic including theoretical background of international marketing is brought to the attention. Furthermore, specific aspects of the Czech automotive market are presented and the three brands are introduced. The second part is dedicated to description of selected marketing activities of the brands (closely looking at corporate identity/corporate design, television commercials and online communication) and their comparison based on predefined standards. The third part of the thesis is partially returning back to the first part and the established implications of doing business in a foreign country. It tries to determinate, whether the specific characteristics of the home countries are reflected in the communication of the brands, as descripted in the second part. The selection of Hyundai, Peugeot and ŠKODA was based on the fact that the brands are similar to each other in certain aspects (target group of customers, production sites in the Czech Republic), but completely different in others (history, country of origin). At the same time, belonging to different groups, the brands are directly competing with each other.
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Design of Marketing Activities to Increase Company Awareness
Potsch, Richard ; Tomášková,, Eva (referee) ; Kaňovská, Lucie (advisor)
This thesis focuses on designing marketing activities in order to raise the awareness of the company FlixBus GmbH in the Czech Republic. The situation of this company in comparison to other competitors and the travel market in general will be analysed in this paper. This thesis is divided into three parts. The first part defines marketing and concentrates on the theoretical aspects of international marketing and different techniques used in different countries. Furthermore, several marketing channels will be described, which nowadays are often used in fast growing companies. The analytical part focuses on the current position of the company in these particular markets. In the last part, several marketing strategies will be proposed, which would raise awareness and increase the share in the new market.
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Marketing Mix of Company Webkomplet, s. r. o.
Eclerová, Aneta ; Pukovec, Jan (referee) ; Mráček, Pavel (advisor)
The subject of the bachelor thesis „Marketing mix of the company Webkomplet, s.r.o.“ is an analysis of the current state of the company and the proposal for its improvement through various instruments of the marketing mix. The work is divided into three main parts. The first part contains the theoretical foundations of marketing mix and its basic characteristic. The second practical part examines in detail the current state of society and contains analysis of the marketing mix. The last final part is devoted to suggestions for improving marketing mix and the knowledge of the company and to promotion of its products.
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Company Expansion on the Eastern Markets
Kargerová, Hana ; Hanousek, Vladimír (referee) ; Koráb, Vojtěch (advisor)
This master thesis deals with a choice of suitable strategy for entering the eastern market for K.L.M company. In theoretical part of thesis, there is described a meaning of international trade and international marketing. Practical part consists of an analysis of internal and external factors of examined company, on which the choice of specific market for expansion including the form of entering is based. At the end of the thesis, there is also an analysis of risks which can influence entering foreign market.
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Company's Expantion into the Polish Market
Milerski, Tomáš ; Novotný, Tomáš (referee) ; Zich, Robert (advisor)
This thesis proposes the optimal measures to expand company's business by entering the Polish market. The actual solution is based on a thorough analysis of the local environment using standard and advanced methods of evaluation. Emphasis is placed on the quality of data and their correct interpretation. The thesis provides a comprehensive look at the situation on the market and proposes the most appropriate method of implementation, taking into account all the risks and opportunities, which the company may encounter during the expansion.
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Foreign Company's Strategy for Entering the Czech Market
Svoboda, Luděk ; Švejda, Mojmír (referee) ; Zich, Robert (advisor)
The aim of this master thesis is to consider appropriate solutions of entering the foreign market. After introducing of the company follow the external and internal analysis. The thesis proves a suitability of the target market, deals with a choice of the product portfolio. It also mentions and checks the expectations of new market’s behaviour. In the final part of the thesis we can find a proper suggestions for entering the target market, steps and measures, which the monitored company shouldn’t leave out.
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