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Marketing plan of Winery Vratil for 5 years. Proposal in crisis
Vrátilová, Debora Marie ; Koudelková, Petra (advisor) ; Koblovský, Petr (referee)
The bachelor's thesis "Marketing plan of the Vrátil winery" in the theoretical part first deals with the enumeration of terms contained in the text and follows on from the theoretical part based on the study and selection of suitable literature for creating a strategy. The basics presented in the theoretical part are further elaborated into the practical part. The practical part begins with getting to know the situation on the market, introducing the company and its milestones, which is followed by the processing of analyses. From the analyses, the most important elements for the subsequent creation of the strategy and its implementation were derived, where a procedure for creating content on social networks is proposed.
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Approaches to customers and the role of sales staff of selected retail brands of Czechoslovak history and the present
Střecha, Jan ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
My bachelor thesis "Comparison of marketing and the role of sales assistants of retail brands of Czechoslovak history and present" uses two case studies to analyse and then compare the brands Nehera, oděvní služba; Rolný, továrna na oděvy with H&M and company V. J. Rott with IKEA. The first part deals with the theoretical concepts and terms, which are the history of sales itself, customer buying behaviour, retail marketing and fashion marketing. The second part of the thesis presents the history of all the companies studied and the third part of the thesis deals with two case studies, which include analyses of the 4P marketing mixes and selected promotion methods and a subsequent comparison of the analyses performed. The thesis looks for differences and correspondences within the marketing mix, marketing messages and also selected publications. It then concludes with a summary of its findings.
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Intercultural analysis of marketing communication of CzechTourism agency aiming to recover tourism after coronavirus pandemic
Šoukalová, Lucie ; Koudelková, Petra (advisor) ; Ježková, Tereza (referee)
This thesis examines the diversity of the CzechTourism agency's marketing communication on foreign markets, depending on the impacts of the coronavirus pandemic and cultural specifics. The theoretical part of the thesis deals with marketing in tourism and tourism market in general, then the work and structure of the CzechTourism agency is further described. That is followed by examples of how tourism was affected by the coronavirus pandemic and specific impacts on the Czech market. Communication within the marketing of destinations is generally very specific, the thesis not only describes these general specifics, but also deals with differences that appeared in connection with the coronavirus pandemic - and all of that is subsequently reflected in the research of the thesis. The last important component of the theoretical part of the thesis are intercultural specifics, which are generally demonstrated by the research of the Dutch sociologist Geert Hofstede. The general description is followed by the analysis of selected cultures - Italy, Japan, Germany and the United States of America - the conclusions of which are subsequently applied in the research. The research works with the above-mentioned selected markets and analyzes characteristic campaigns that foreign representations of the CzechTourism...
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Research: Generation Zs attitudes towards fast fashion industry
Kosaková, Michaela ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
This bachelor's thesis focuses on the analysis of the complex relationship between representatives of Generation Z and fast fashion chains. Its goal is to define the basic aspects of the purchasing relationship with the brands of these chains and to evaluate the main attitudes of the representatives. The emphasis is also on sustainability, which is an increasingly mentioned topic in the fashion industry. The work is divided into two parts, theoretical and practical. In the theoretical part, the issue of fast fashion is presented using the example of its history and its modern form together with marketing strategies. Generation Z is also analysed both from the point of view of their main characteristics and consumer behaviour. The practical part is devoted to the analysis of in-depth interviews with representatives of the generation group, who bring their personal opinions and attitudes to fast fashion chains and sustainability. The qualitative research method was used for the research, thanks to which it is possible to look more deeply and better analyse the feelings and attitudes of the respondents.
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Marketing Activities of Blesk Jablonec baseball club with emphasis on social media
Fous, Matyáš ; Koudelková, Petra (advisor) ; Halada, Jan (referee)
The topic of this bachelor thesis is the marketing communication of the baseball club Blesk Jablonec in the context of the Czech baseball environment. This batting sport does not enjoy such popularity in our conditions as other, more traditional sports, and therefore it is on the border of amateur and semi-professional sport, with the fact that it is getting closer to the former. However, its popularity is still growing, and this is more or less successfully reflected in the marketing communication of individual clubs and the Czech Baseball Association in an effort to promote its popularity and attract new players, fans or partners. This thesis examines the marketing efforts of the club Blesk Jablonec, where the author is a player. Other clubs and the Czech Baseball Association are used in the thesis mainly for comparison. The thesis consists of an introduction to basic marketing terms and concepts and a narrower focus on sports marketing, an introduction to the Czech baseball scene, an analysis and evaluation of Blesk Jablonec's marketing activities, quantitative research through a questionnaire survey to paint a more accurate picture of the public's perception of baseball and the club's social media activities. The insights gained from the analysis and questionnaire survey will ultimately serve...
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Soft power and Nation branding of South Korea: A Case Study of Korean activities in the Czech Republic
Chyňavová, Anna ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The aim of this Diploma Thesis is to explore dynamic development and tendencies of South Korea, focusing mainly on ambitions exhibited in recent decades. By using and defining concepts such as soft power, nation branding and middle power, which are rather new in the academic sphere, the following chapter applies the theoretical background directly on South Korean motives and achievements in terms of positioning itself as a significant player in an international sphere and becoming a country of high repute. This Thesis describes resources, instruments and key agents of soft power, contextualizing important happenings by adding historical or cultural circumstances. These findings serve as the base for the following case study focusing on South Korean soft power in the Czech Republic. To answer the main question of this Thesis, to what extent is South Korea successful in building its positive reputation in the Czech Republic, the qualitative content analysis is used for exploring the content of selected media. Overall findings show that South Korea is mostly reflected in positive light there, especially in connection with advanced technologies, innovations and strong commercial brands. The progress of maintaining the country's good reputation demonstrates the comparison of two periods eleven years...
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Concept of Sustainability in business
Šalplachtová, Iva ; Klabíková Rábová, Tereza (advisor) ; Koudelková, Petra (referee)
The thesis deals with the theoretical basis of concepts such as sustainability and corporate social responsibility, always regarding the division into three pillars - environmental, economic, and social. These are the basic building blocks of all chapters, as well as the whole work. Based on these concepts, it was necessary in the first part to state the reasons why these concepts were created, and it is important to talk about them today - specifically in the chapters on the current situation of the world and its crises. The practical part is focused on a case study of the company Myslíš ?, which basically builds on these pillars and topics. The company is mapped for a period of two years from its establishment until the time of writing this work. The study concludes with a discussion that discusses whether the concept is correct and functional and asks other questions.
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Influence of CSR on brand image promotion
Maršál, Jakub ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis deals with corporate social responsibility and examines how this responsibility helps with improvement of the company's image. The work is divided into two parts. The theoretical part explains the history of CSR, the definition of important concepts and presents the development of the theoretical concept of social responsibility. The practical part is processed by an analysis carried out by a questionnaire survey, which examines the preferences of respondents in this area and finds out whether CSR activities help to improve the company's image. In conclusion the data is evaluated and possible adjustments that would help in this area are suggested.
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In-store Marketing Communication of Perfume Chain Sephora
Gajdučeňa, Darija ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The main objective of this bachelor thesis is in-store marketing communication and its use in cosmetic stores. The theoretical part of the thesis deals with in-store marketing communication, the use of POP and POS tools, building the atmosphere at the point of sale and the use of sensory marketing to influence the consumer in stores. This briefly describes the cosmetics industry, its current form and the historical development of specific segments at the turn of the 19th and 20th century. The practical part of the thesis first introduces Sephora perfumery on a global scale, then focuses only on Czech stores. This is followed by a description of the common features of Czech Sephora stores and a description of two pre-selected stores on Václavské náměstí and Národní třída in Prague. The research part is devoted to the analysis of data obtained with the help of qualitative interviews conducted with customers of Prague Sephora stores. The aim of the thesis is to evaluate the use of in-store marketing communication in cosmetic stores.
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