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Analysis of luxury goods markets. Case study: Superyacht industry.
Březinová, Anna ; Neumann, Pavel (advisor) ; Buryan, Šimon (referee)
Bachelor thesis "Analysis of luxury goods markets. Case study: Superyacht industry" covers the topic of luxury goods as a specific sector of the global economy. The thesis describes economic trends and aims to forecast the future developments on the markets. The thesis is mainly focuses on the superyacht industry which is a very niche market but its global contribution cannot be overlooked. The thesis describes main players in the industry, analyzes recent trends and evaluates the overall contribution to global economy.
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Důsledky vlivu CSR na výkonnost podnikatelských subjektů a nevládní neziskové organizace
Březinová, Anna
This thesis deals with the issue of corporate social responsibility. It examined the impact of CSR on performance of companies with a focus on financial and non-financial effects of this concept. The key survey was carried out in enterprises and non-profit organizations in Brno. Publicly available annual reports were used to analyze changes in financial indicators before and after launching concept CSR within organization. The benefit of this work is to determine the status of CSR among respondents from business entities and NGOs and also to identify differences between the studied subjects. Social responsibility of organizations is solved as strategic approach and in particular its economic, environmental and social aspects of CSR.
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Brand communication in the Chinese market
Kubátová, Michaela ; Odehnalová, Jitka (advisor) ; Březinová, Anna (referee)
Brand communication in the Chinese market The main purpose of this thesis is to provide analysis of effective brand communication in the Chinese market and demonstrate it with practical examples. To achieve that, there are additional targets including brand definition, monitoring of communication tools and the newest ways of communication. Followed by definition of specifics of the Chinese market via culture and its influence on consumer behaviour. Many multinational firms which operate their businesses in China are not aware of differences in cultural background and regional differences. Therefore, it influences their profitability and brand perception. The thesis is divided into two main parts. The theoretical part describes brand, it's communication tools and influence of culture on brand perception. It also introduces storytelling and green marketing as useful tools in the Chinese market. The practical part focuses on China's final consumer in the B2C market and the environment they come from. It also involves regional specifics and the situation of the media market. It should serve as the basis for companies to know to whom they have to adjust their communication activities in order to be efficient and make their brands very well perceived in China.
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