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Comparation of Business Plan and Business Reality: Design Towels Entering Czech Market.
Tabernaus, Miroslav ; Dvořáček, Jiří (advisor) ; Nicolaysen, Andreas (referee)
The targets of this Master thesis were to analyse the mistakes that an entrepreneur tends to make when creating a business plan, and make recommendations on how to avoid these mistakes. The method used was empirical learning, i.e. the author has created a business plan, started the new venture, and six months later analysed the deviations of business plans from the business reality. As the main reasons for deviations were named poor market research, no contractual agreements on minimum performance of a business partner, mistakes in an internet research of competition and of legal requirements, and over-optimistic expectations. The recommendations to new entrepreneurs also included creation of an assumption tree, a detailed sales plan, scenarios for normally unexpected situations and finding ways to avoid high fixed costs in the beginning. The overall finding was that business planning is a wortwhile activity.
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Analysis of internet tools for marketing purposes
Tabernaus, Miroslav ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
In the first part the thesis describes the pace of development in technology, history of information technology and the internet (from hardware and software point of view), and the development of internet's marketing tools up to present day. Thereby it declares the present state of internet as highly integrated and emphasises the role of internet in each of Kotler's 4P of marketing mix. Then follows the description of currently available internet tools for marketing purposes, such as search engines, e-mails, banners, and also the newer ones like social networks, affiliate programs and advergaming. The single tools are also enriched with real life examples, analysis of utility of SMS lotery participants, as well as qualified assessment of future development. In the end the thesis analyses the content management system (CMS), as yet another internet's marketing tool.
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