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Establishment and operation of e-commerce
Hromek, Filip ; Stříteský, Václav (advisor) ; Skokanová, Dagmar (referee)
The objective of this work is to define the possibilities of use and establishment of ecommerce for a particular company. On the basis of personal survey to determine the required functionality of e-commerce, according to the functionalities compare available technical solutions and choose the optimal option with regard to business opportunities. Further analysis of the material suppliers and transporters shall recommend a company for collection of materials and transportation of final products to target customers. Within the draft communication strategy to analyze the relevant keywords in the branch and on the basis of their number of searchings and competitiveness suggest the most appropriate ones to be used for the project.
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Analysis of private brands vs. producers brands from consumers‘ point of view.
Bukovský, Jiří ; Skokanová, Dagmar (advisor) ; Zamazalová, Marcela (referee)
The aim of this paper is the analysis of private brands vs. producers brands from consumers' point of view. I worked with Ahold private brands (albertQuality and EUROSHOPPER). There is approximately 15% private brands market share in Czech Republic (e. g. ahold company sells about 1600 products under its brands). In the theoretical part I described all necessary terms. In the practical part I created two questionnaires and carried out an examination among the respondents through the use of private and producers brands food tasting.
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Analysis of above the line and below the line communication of the brand Right Guard
Buchbauer, Václav ; Skokanová, Dagmar (advisor) ; Týrová, Barbora (referee)
Bachelor Thesis evaluates above and below the line communication of the brand Right Guard, element of the portfolio of cosmetic products of supra-national company Henkel. Purpose of this thesis is an analysis of various used marketing instruments of the communication mix and establishment of the efficiency of said instruments, using questionnaires on members of the targeted group -- men between 18 and 45 years of age. Introductory part consists of description of said communication mix and introduces specific aspects of above and below the line communication. Practical part outlines and evaluates marketing communication of Right Guard in the year 2010. Through questionnaires is detected the attitude and relationship of men towards using deodorants and perceiving of instruments used for addressing the customer. Additional questions map affiliation towards sport and its various branches and also its representatives. Based on the collected data, innovations in the marketing communication of the brand Right Guard are advised for the following period.
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Guerilla Marketing on selected Czech companies
Prošvicová, Soňa ; Skokanová, Dagmar (advisor) ; Palková, Kateřina (referee)
The main objective of my work is a thorough introduction of guerilla marketing and of everything that is important to know about this new marketing trend. Futhermore it presents the survey of the campaign of Vodafone Czech Republic corp. The final part of my work analyses, by means of a question-form, the public opinion on the ways of advertising, company's campaigns and general knowledge about the phenomenon of guerilla marketing.
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Analysis of sales promotion of Henkel company
Kohoutová, Denisa ; Skokanová, Dagmar (advisor) ; Vyskočilová, Marie (referee)
The subject of this thesis is the analysis of sales promotion of Henkel company. The work is divided into theoretical and practical part. The theoretical part is concerned with sales promotions, its objectives, advantages and disadvantages. The theoretical part deals with POP communication and characteristics of various ways to support sales. The introduction of the practical part introduced Henkel company and the specific product designed for the analysis of sales promotion campaigns. The practical part is divided into two sections, namely the analysis of sales promotion of a selected product and the perception of Henkel brand among students. The conclusion of the practical section summarizes practical recommendations for similar future campaigns.
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Analysis of marketing comunication of „Česká spořitelna“
Volencová, Kamila ; Skokanová, Dagmar (advisor) ; Horáková, Barbora (referee)
My work is focused on the analysis of a marketing communication of the leading Czech bank -- Česká spořitelna. It uses all the tools of a communication mix. The most expensive is advertisement, however it is well controllable and reportable. It is the exact opposite of personal sales within the branch. My goal is to bring closer all parts of the communication mix and describe their current use in Česká spořitelna. This is a very large issue. It mentions a general description of each, which bedrock concrete examples. In my work I come from my personal experience, internal documents of the bank, external available materials and my own research. The work is written in an objective approach and my own opinions and recommendations are added.
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Analysis of marketing communication of a company Vinné sklepy Valtice, a.s.
Foukalová, Jana ; Skokanová, Dagmar (advisor) ; Šťastný, David (referee)
The bachelor thesis titled "Analysis of marketing communication of a company Vinné sklepy Valtice, a.s." describes in the theoretical part all instruments of the communication mix, which are consequently analysed in the application part, based on the information about the selected company. The second part of the thesis is based on the questionnaire examination that provides the conlusions, findings and recommendations related to the marketing communication and to the products the selected company offers.
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Analysis of customer satisfaction in the hotel of Sheraton Prague Charles Square Hotel
Szabó, Tomáš ; Skokanová, Dagmar (advisor) ; Gardoš, Radek (referee)
This bachelor thesis deals with the issues of customer satisfaction in the particular Prague hotel. It attempts to describe the overall customer satisfaction and its development throughout the existence of the hotel. In addition, it analyses its impact on loyalty to the brand of the hotel brand and the willingness of customers to recommend the hotel to their friends. It stresses the impact of the benefit of hotel loyalty program to brand loyalty of the hotel. This thesis seeks to answer the previously specified hypotheses. It reveals particular influence between overall customer satisfaction and loyalty to the brand, also increasing levels of customer satisfaction in time due to better management experience in hotel management. The conclusion assesses the effectiveness of the owner's decision to change the general manager after five months since the opening of the hotel.
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Analysis of marketing mix in Komerční banka, a. s.
Rozsypalová, Kristýna ; Skokanová, Dagmar (advisor) ; Hodzic, Faris (referee)
This bachelor thesis deals with marketing mix of services in joint-stock company Komerční banka, a. s. The aim of the thesis is to analyse marketing mix of services in Komerční banka, describe specifics of marketing mix of services in bank companies and explore satisfaction with marketing mix of services in Komerční banka. This work is divided into four parts: prolog, theoretical and methodological part, practical part and conclusion. Theoretical and methodological parts contain analysis of literature dealing with marketing mix and marketing research. Practical part consists of analysis of the current composition of marketing mix in Komerční banka, a. s. and marketing research of customer satisfaction. The conclusion gives summary of marketing mix in Komerční banka, a. s. and recommendations for improvement of marketing mix.
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Influence of tabacco and alcohol advertising on consumer
Kopecká, Tereza ; Pešek, Ondřej (advisor) ; Skokanová, Dagmar (referee)
In my work I deal with alcohol ads and their influence on consumer behavior. Tobacco advertising has been prohibited due to tobacco malignity. Accordingly, there are not likely to encourage smoking. Whether the consumption decreased after the ban is also included in this work. Since alcohol is currently a problem not only juveniles but also adults and intensity of consumption continues to rise, there is a need to deal with this problem. The aim of my work is to determine whether alcohol advertising affects consumer choices in the consumption of alcohol.
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