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Marketing strategy of Bambule Alltoys, spol. s.r.o.
Kopová, Petra ; Odehnalová, Jitka (advisor) ; Hadraba, Josef (referee)
Topic of this thesis is marketing strategy analysis and assessment of toy retail chain Bambule Alltoys, spol. s.r.o. In addition, this paper deals with recommendations, which could strengthen company's position on the market and help it in meeting its strategic objectives. The theoretical part addresses the definition of strategic marketing and characterizes the strategic marketing management process. It also describes the specifics of consumer goods marketing and current trends in the European and Czech toy market. The practical part is focused on situational analysis, and results of marketing research based on analysis of the first and second degree. The results of this part are then used as a basis for recommendations for communications, personnel, product, distribution and pricing policies.
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Approaches to ensuring energy security in the EU and the USA
Kopová, Petra ; Bič, Josef (advisor) ; Horák, Jiří (referee)
The need to ensure that reliable, affordable and sustainable energy is a clear priority in building a powerful and strong economy. Therefore energy security has gradually become an integral part of the economic and foreign policies of the European Union and the United States of America. Although this concept did not exist ten years ago, energy security has rapidly risen in importance in the last decade. Both the USA and the EU have implemented energy issues as one of the pillars of their national security. The first chapter of this paper addresses the definition of energy security and characterizes its particular subsystems. The second part is devoted to real security in terms of the first and the second subsystem (the securing of energy resources, and the transport and transformation of energy resources). The final chapter briefly defines the energy policies of the European Union and the United States and compares approaches to ensuring the energy security of both regions. The main objective of this bachelor thesis is to identify and clarify the similarities or potential differences between these two approaches.
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