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Evaluation of communication strategy of Kuchyň restaurant during the opening and the tone of communication for the future
Hollas, Ondřej ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis focuses on the description and analysis of communication strategy of the restaurant Kuchyň at the time of entering the market made by the marketing department of Ambiente. I chose the topic of the thesis when the communication strategy was taking place, so I contacted the PR manager of Ambiente who provided me with all the existing materials. Another reason was the fact that I consider Ambiente as a leading figure in Czech gastronomy and their marketing communication in the area of gastronomic businesses. The thesis is divided into theoretical and practical part. The theoretical part is devoted to the description of marketing terms that are associated with the communication strategy and which Ambiente uses at the same time. The practical part first describes the creation of the brand Ambiente and individual companies, and then the attention moves to the Kuchyň itself. A substantial part is devoted to the brand strategy of the restaurant, which helps to better understand the whole concept. Work provides visions, missions, and brand values of Kuchyň as a person. In the bachelor thesis I elaborate a communication strategy by the SWOT analysis point of view, which points out the strengths and weaknesses of communication and usable opportunities as well as on threats that could...
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Attitudes of Generation Y to Fashion Comsumption: The Zara Case
Feiglová, Michaela ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
The purpose of this thesis is to investigate Generation Y's attitudes towards fashion consumption through the example of Zara. Generation Y is nowadays a significant segment of customers on the market and as the previous reports and studies shows, they think in a different way than previous generations. That means they also have specific shopping patterns, that are also applied when they shop fashion. Today, given that the market is dominated by fast fashion retailers, fashion is associated with cheap products that are accessible to everyone. The demand for new clothing is constantly increasing, and more clothing is continuously being produced, which leads to even higher consumption. This creates an accelerating cycle that has a negative effect on the environment. Millennials are regularly included in brands' strategic plans, as companies and marketers understand that many consumption trends are determined by this significant customer segment. The research showed that although Millennials know what fast fashion is, their own style is more important to them and they will most likely keep shopping in fast fashion retails.
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Marketing analysis of selected articles from adidas Originals and the impact of marketing communications on its sales
Masařík, Vojtěch ; Koudelková, Petra (advisor) ; Báča, Ladislav (referee)
Bakalářská práce se zabývá komunikační strategií značky adidas, konktrétně komunikací značky komunikaci o těchto modelech a porovna marketingu na vnímání a prodej modelů. Zároveň se práce soustředí na sekundární t Teoretická část práce se věnuje konceptů značky adidas, respektive značky adidas Originals. Tato část obsahuje také informace o značce: její stručnou historii, produkty a d Praktická část zkoumá komunikaci na jednotlivých úrovních distribučního řetězce a prodejní data jaké množství výrobků si obchody předobjednaly, případně doobjednaly, a jak se produktům dařilo na maloobchodní úrovni. Zkoumány jsou také ceny a objemy prodaných modelů na sekundárním trhu a prostřednictvím dotazníkového šetření je vyhodnoceno povědomí veřejnosti.
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Factors influencing customer experience in context of new format retail stores
Brišová, Jana ; Koudelková, Petra (advisor) ; Jesenský, Daniel (referee)
The bachelor thesis "Factors influencing customer experience in context of new format retail stores" is focused on in-store customer experience phenomenon and on factors companies use in order to influence customers' purchasing behaviour and their decision-making pro- cesses. The theoretical part of the thesis explores, reviews and presents the theory on customer experi- ence, customer experience management, in-store customer experience and customer's internal responses to the marketing stimuli (cognitive, affective and physical) and customer's social interactions with other actors present in the retail store. By conducting a survey in a chosen new format retail store, the empirical part of the bachelor thesis then reviews the situation on the Czech market. It examines reactions, emotions, sensations and attitudes towards the retail shop- ping environment and subsequently analyses whether customer's loyalty is influenced by the character of those reactions.
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Event marketing in the fashion field with the focus on Czech e-shop Footshop
Handzová, Hana ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
The aim of this bachelor thesis called "Event marketing in the fashion field with a focus on the Czech online store Footshop" provides an analysis of marketing communication of a selected company, based on the theoretical foundations of fashion marketing and event marketing. The aim of this work is to map event marketing activities of Footshop and provide comparison with competitors. The first part of the thesis is focused on the definition of necessary terms from the fields of event marketing, fashion and online shops. The following section is focused on describing the company, its history, defining the target group and introducing products sold in Footshop. In the next part, I provide an analysis of the communication tools that Footshop uses, while a separate chapter is devoted to event marketing. For a thorough review of Footshop's position on the market, I have processed a SWOT analysis, SLEPTE analysis, and Porter's Five Forces analysis, which bring a close look on the position of the company on the market, reveal its competitive advantages, and provide insight into options for improvements. The analyses are followed by comparison of Footshop with selected competitors from the segment of streetwear fashion and sneakers. At the end, the thesis provides recommendations for improvement and an...
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Efficiency of Jägermeister event marketing
Kibrik, Igor ; Báča, Ladislav (advisor) ; Koudelková, Petra (referee)
The aim of this work is to describe event marketing as one part of the communication mix, to show its potential and to present its implementation on a concrete example of Jägermeister activation campaigns, which devotes a lot of resources to this communication channel and attaches considerable attention to it. The thesis introduces the Jägermeister brand, its history, values, current status and competition. In the practical part, this bachelor thesis will focus on the measurability and effectiveness of event marketing. Using a semi-structured interview with the Jägermeister brand manager, the thesis will find out the purpose, ideas and objectives of specific event marketing activations. This information was compared with the real effect and impact of these activities on the target group identified by quantitative questionnaires. The main benefit of this work will be the research result that will contribute to the solution of the most important issue that resonates with the whole event marketing segment - effectiveness of event marketing. The concrete results that this work will achieve can be generalized and, to a certain extent, transferred to the entire event marketing sector.
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Proposal of Business plan of Digital agency with emphasis on the marketing part
Bartoš, Vojtěch ; Koudelková, Petra (advisor) ; Báča, Ladislav (referee)
The goal of this bachelor thesis is to create a business plan detailing the establishment of a digital agency. The theoretical part first establishes the term business and the procedures connected to founding a company in the Czech republic. Furthermore, it explains the purpose of a business plan and describes its structure. It also focuses on various tools and methods of digital marketing, which shall be used by the newly founded digital agency. The practical part is dedicated to formulating a specific business plan. In order to gain a better understanding of the target group, a survey in the form of a questionnaire was conducted. This data, together with SWOT, SLEPT and Porter's Five Forces analyses, was used to create a marketing plan. The viability of the business plan was then supported by a financial plan.
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Protecting landscape with significant cultural and historical values - Natural park Horní Střela
KOUDELKOVÁ, Petra
This bachelor thesis deals with the protection of landscape with significant cultural and historical values on the specific case of the natural park Horní Střela. It aims to identify culturally historical phenomena in the landscape. It uses old maps and aerial photos to compare with the current state. It also takes into account the territorial planning documentation of the respective municipalities and regions. The introduction is devoted to the goals and hypotheses of work. The following are the theoretical chapters where individual concepts are explained on the basis of literature and methodology is set. The next part is devoted to the introduction of a particular monitored area. The main chapter deals with identified phenomena. There are presented threats and risks as well as positives and opportunities for the nature park. The conclusion reflects the results and evaluates the hypotheses. The thesis includes map, tabular and photographic supplements that were created during the field survey.
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Technology reshaping the retail experience
Korb, Kryštof ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The thesis deals with the influence of digital technology on retail in relation to the customer: how it affects their communication and interaction with the retailer or the whole shopping journey. First, history of retail up to the arise of e-commerce, current retail's global situation and situation in the Czech Republic is briefly summarized. Then specific aspects of brick-and-mortar and online stores are presented on the two respective typical shopping journeys. The core of the thesis is to determine the key trends, which are explained, followed by the description of technologies and presented on the specific examples of real-world solutions. Those trends include different means of goods handover (delivery, pickup or different self-service models), personalization and customization, natural language communication, virtual and augmented reality or robotization. The aim of the thesis is to define the direction in which retail will later evolve and what steps traditional retailers have to take in order to stay competitive. The thesis therefore synthesizes aspects with trends which demonstrates how trends try to solve problematic phenomena using technology. The conclusion includes a generalized conception of how retail will look like in the future, particularly a determination of two basic concepts...
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