|
|
Marketing communication of FAT PIPE from 2016 to 2017
Vošta, Ondřej ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
Aim of my thesis is to analyze marketing communication of FAT PIPE from 2017 until now. The theoretical part defines marketing, marketing communication and its tools. Practical part is briefly describing the history of FAT PIPE and history of floorball. Using descriptive method, I am examining communication of the brand and tools used. In this part I draw information also from interviews. In the conclusion part of thesis, I evaluate the overall communication of the brand and propose possible improvements.
|
|
|
The Segmentation the Czech Market based on the Donations to Non-Profit Organizations
Slezáková, Pavla ; Supa, Markéta (advisor) ; Koudelková, Petra (referee)
This bachelor thesis deals with segmentation of the Czech market on the basis of donating to NGOs. In the last few years NGOs have been facing harsh criticism and part of the public finds their activities worthless, which is one of the reasons the numbers of their contributors continue to decrease. This thesis aims to characterise the contributors segment of the market to help NGOs improve the targeting of their marketing and fundraising activities. The first part of the thesis defines the term of non governmental organisations, their legal and economic basis and some of the particulars of their marketing communication. The theoretic framework and primary approaches of market segmentation are also explicated in the first part. The second part of the thesis consists of a research based on analysing the MML-TGI data. The research aims to compare the groups of contributors and non contributors and discover the differences between them.
|
|
|
Communication strategy concept for Fitrecepty project, focusing on target group segmentation
Lundgren, Barbora ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis presents research of the Fitrecepty project target group and proposes a communication strategy for the resulting target segments. The theoretical part examines the role of marketing in strategic planning, target group segmentation, communication strategy characteristics and its mix. The analytical part introduces the Fitrecepty project, its visions, missions, goals, competitors and analyses the internal and external environment. The empirical part carries out the research conducted by in-depth interviews with customers and proposes a communication strategy for the final target segments. The aim of the research was to find out as much information about customers as possible. With that information, target segments were proposed, so that the communication strategy can be more customized.
|
|
|
Green communication: case study of the outdoor clothing company Patagonia Inc.
Krchová, Eva ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
Tato diplomová práce, Byla, nebyla jedna firma, a ta se jmenovala Patagonie, se zabývá případovou studií outdorové značky Patagonia a jejích aktivistických transmediálních obsahových projektů, s důrazem na nejaktuálnější kampaň značky: Zachraňte Bears Ears. Park Bears Ears je obdobou české chráněné krajinné oblasti, jejíž status ale současný americký prezident Donald Trump nedávno neautorizovaně sebral. Zatímco se firma zabývá výrobou a prodejem kvalitního outdoorového oblečení, tak se Patagonie ve stejnou dobu také aktivně angažuje do veřejného dění. Firma informuje své zákazníky zejména o stavu životního prostředí prostřednictvím svćyh multimediálních poutavých příběhů nesoucí prvky žurnalistiky. Patagonie usiluje o podněcování veřejnosti a ostatních firem zapojovat se do občanské společnosti, změnit spotřební chování nejen zákazníků, ale i výrobců, s konec̆ným cílem udržitelné ochrany této křehké planety, kterou my všichni obýváme. Patagonie potvrzuje své altruistické odhodlání prostřednictvím svého oficiálního firemního hesla: "Jsme v businessu, abychom zachránili planetu."
|
|
|
Evaluation of the Financial Situation of the selected Company
Šišmišová, Zora ; Koudelková, Petra (referee) ; Poláček, Tomáš (advisor)
Bachelor’s thesis is focused on evaluation of the financial situation of the company called Eurosat CS, spol. s r.o. during the years from 2013 to 2017 using indicators of financial analysis. The thesis is divided into three main parts. The theoretical part describes selected indicators of financial analysis, SWOT, SLEPT, 7S and Porter’s analysis and some of bankruptcy and non-bankruptcy models. Selected company, calculations of various indicators of financial analysis, other analyses and final results and summaries are mentioned in the second, practical part. The last part includes suggestions for improvement of the current status of the company.
|
|
|
Celebrity marketing as a tool of marketing communication - Comparison of attitude of the brands Lancome and Estée Lauder
Damková, Jitka ; Koudelková, Petra (advisor) ; Hrabánková, Markéta (referee)
Diploma Thesis Celebrity Marketing as a Tool for Marketing Communication: A Comparison of the Attitudes of the Brands Lancôme and Estée Lauder addresses the phenomenon of celebrity marketing and also how these brands work with celebrities in their advertising campaigns. The thesis is opened by a theoretical chapter that deals with the concept of celebrity, history of celebrity and celebrity marketing as well. It deals with the theories of choice of celebrities, as well as the advantages and disadvantages of using famous faces in the campaigns. In the descriptive part, there are descripted selected brands, their history, identity and ways of their working with the celebrities. The analytical part of the thesis examines how are celebrities used by both brands. For the analysis, the printed magazine (Elle, Marianne and Marie Claire) and the advertisements inside were selected. The main focus is on determining whether the celebrities are really used by the brands and how. It is believed that the brands use celebrities, but each brand works differently with them. The work primarily uses the methods of quantitative content analysis, but part of the research is also qualitative. The main goal of the thesis is to find out to what extent celebrities are used in the marketing campaigns of both brands and...
|
|
|
Marketing communication of Restaurants in a Small City
Duchoslav, Jakub ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
Running a restaurant in the Czech Republic is not simple. There are many issues regarding gastronomy industry like too much bureaucracy or lack of skilled staff. The Czech Republic is also one of the most competitive countries in Europe in relation to numbers of restaurants per capita. This bachelor thesis is focused on marketing communication of restaurants in a small city called Neratovice. It is a non-tourist city with a lot of people commuting to work or school. Therefore, local restaurants have to reach and take care of a relatively steady clientele. I chose five restaurants from this city. With owners I did semi-structured interviews about their promotions and how they spread a word about their business. I analyzed the results and used them to write this thesis. I use a marketing mix to introduce the topic and describe what it means to run the restaurant. The core of my thesis is last P - promotion. For that reason I use a communication mix as an outline for describing both theoretically and practically communication activities of each restaurant. In conclusion I review individual restaurants and sum up their promotions.
|
|
|
Phenomenon of clothes reselling and communication tools used there
Kačírek, Matěj ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
Tato bakalářská práce se snaží zmapovat fenomén přeprodeje tenisek a značkového oblečení a s ním spojeného podnikání. Práce je rozdělena na tři části. První část zkoumá kořeny tohoto fenoménu, historii značek, jejichž produkty se přeprodávaly jako první a dnes stále tvoří majoritní část přeprodejního trhu. Rozebírá, jak se do této pozice dostaly a jaké zásadní momenty vedly k vytvoření dnešní podoby trhu. Ve druhé části jsou popsány nejvyužívanější kanály nákupu a prodeje přeprodejního zboží. V poslední, praktické části, je vytyčeno jedenáct hypotéz týkajících se různých aspektů podnikání v oblasti přeprodeje. Ty jsou následně potvrzeny nebo vyvráceny pomocí analýzy odpovědí předních českých přeprodejců a sběratelů tenisek a oblečení, se kterými byly provedeny kvalitativní rozhovory.
|
|
|
Greenwashing as a trend of fast fashion industry in the Czech market with a focus on H&M and Mango
Baráthová, Veronika ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis explains the theory and principles of functions of green marketing and greenwashing. Both of these marketing tactics are currently popular trends. The author has introduced and applied the fundamentals of greenwashing into textile industry and fashion brands. When defining these terms, another topic of sustainability and environmental impact of fashion industry has been researched. The analysis of the issues mentioned above is based on interviews with fashion and lifestyle bloggers, stylists, designers and other respondents, who actively engage with the topic of fashion industry or sustainable fashion. The beginning of the theoretical part contains definition and characteristics of the term Corporate social responsibility (CSR), on which green marketing and eventually its unfair form called greenwashing are based. The greenwashing principles are followed by an explanation of the term fast fashion, it's impact on environment and consumer's buying behaviour. The term of fast fashion is lately expanded by the topic of sustainability in fashion industry and its opposite model referred to a slow fashion. The theoretical chapter has been used as a starting point for the following practical research. The practical part is divided into two sections - descriptive part and research. In...
|
|
|
Corporate culture of social enterprises
Nguyen Chinh, Cong ; Koudelková, Petra (advisor) ; Klimeš, David (referee)
Social enterprises are entities that combine the philosophies, operations or strategies of both the non-profit and for-profit sector. They aim to have an impact on society while ideally incorporating a business model that ensures financial sustainability and ability to reinvest their profits to maintain growth. These goals might be conflicting in the long-term when the organisation has to make decisions on whether to priorities impact or profit. Such organisational model should have implications on the personnel in terms of management, organisational relationships and psychology. Thus, the focus of this thesis is to examine the corporate culture of two social enterprises and to study the organisations' environment and the social actors, where the main objective is to explore this topic and discover common themes that arise during the research. The literature review outlines several different conceptual approaches to social enterprises. Afterwards, the theory of corporate culture is presented, including models depicting elements that characterise different types of cultures and variables that make the corporate culture of social enterprises unique. In the empirical part, six in-depth semistructured interviews were conducted with the aim to search for common attributes. One case includes observations...
|
guest ::
